I look forward to any new strategy book, so was thrilled to get “Good Strategy: Bad Strategy” by Prof Rumelt who McKinsey call ”strategy”s strategist”. Big disappointment!

“Bad strategy” apparently shows up as ”fluff”, failure to face challenges, mistaking goals for strategy, or choosing bad objectives – all common enough, maybe, but these are not any kind of strategy. There are plenty of actual strategy mistakes that repeat endlessly across industries and throughout time, but do not get a mention.

The “good ...