Uncommon Sense, Common Nonsense

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

It puts forward the notion that the application of uncommon sense - thinking or acting differently from other organisations in a way that makes unusual sense - is the secret to competitive success. For those who want to succeed and stand out from the herd this book is a beacon of uncommon sense and a timely antidote to managerial humbug.

Provocative, insightful, innovative and contrarian - with truths on every page -- Professor Lynda Gratton, London Business School
This ground-breaking book s a joy to read -- Tom Robertson, Dean, The Wharton School, University of Pennsylvania
Investing in new ideas is more fruitful than investing in market research. Goddard and Eccles understand this, pinpointing that an openness to making mistakes is often a better route to success than the goal of making money -- Sir James Dyson

Brian Clegg's most recent books are The Reality Frame (Icon, 2017), What Colour is the Sun? (Icon, 2016) and Ten Billion Tomorrows (St Martin's Press, 2016). His Dice World and A Brief History of Infinity were both longlisted for the Royal Society Prize for Science Books. He has also written Big Data for the Hot Science series. Brian has written for numerous publications including The Wall Street Journal, Nature, BBC Focus, Physics World, The Times and The Observer. Brian is editor of popularscience.co.uk and blogs at brianclegg.blogspot.com.

The winning difference daring to be different can make - insights into how organisations can stand out from the herd. This is a book for managers who know that their organisations are stuck in a mindset that thrives on fashionable business theories that are no more than folk wisdom, and whose so-called strategies that are little more than banal wish lists. It puts forward the notion that the application of uncommon sense - thinking or acting differently from other organisations in a way that makes unusual sense - is the secret to competitive success. For those who want to succeed and stand out from the herd this book is a beacon of uncommon sense and a timely antidote to managerial humbug.

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