The Human Science of Strategy: What Works and What Doesn't

Research shows that 80 percent of all strategic initiatives by professional service firms fail to meet their objectives.

This book is about how to make them a success. Strategy is, in the end, about people, and will succeed or fail depending on how well partners, employees, clients, and others apply it.

Scientifically, there are several basic elements in getting human beings to adopt any new strategic idea, which can be encapsulated in four questions:

Will it give me more certainty in ar...