I love a good framework. So why do the same elegant tools meant to sharpen thinking also lead smart people into dead ends? The answer lies in six hidden traps.

There’s a pervasive assumption that strategy is all about growth.

But that assumption is flawed.

The conflation of brand building with strategy is rampant. I am deeply concerned by the entrenchment of this logic in our Boardrooms and classrooms.

Bad strategy is everywhere. Rarely is it bold. Rarely is it uncomfortable. And rarely does it meaningfully change how an organisation performs.