How to harness the power of "uncommon sense"

Good strategic thinking isn't about applying common-sense principles to a company's problems, write Jules Goddard, Julian Birkinshaw and Tony Eccles. Instead, it's about seeking "uncommon sense" by actively challenging the assumptions guiding the company's actions. "Our approach ... is to show how managers can generate a distinctive belief system -- their uncommon sense -- and translate it into action," they write.

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