This is for managers who know that their organizations are stuck in a mindset that thrives on fashionable business theories that are no more than folk wisdom, and whose so-called strategies are little more than banal wish lists.

It puts forward the notion that the application of uncommon sense—thinking or acting differently from other organizations in a way that makes unusual sense—is the secret to competitive success.

Jules Goddard is a fellow of the Centre for Management Development at London Business School.

Tony Eccles is a visiting professor of strategic management at Cass Business School, City University, London.

About the Author

Jules Goddard is a Fellow of the Centre for Management Development at London Business School, where he has taught competitive strategy and creative marketing for 30 years. He is also a Research Associate of the Management Lab at London Business School and was previously Gresham Professor of Commerce

Tony Eccles is Visiting Professor of Strategic Management at Cass Business School, City University, having previously been Professor of Strategic Management at London Business School, In his career he has consulted with many international organisations and been a television presenter

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