The thinking behind the practice.

Fifty-eight verbs — from Imagine and Disobey to Struggle and Unlearn. Not a how-to. No formulas, frameworks, or hacks. A book about the mental posture strategy actually demands. Equal parts kindling and kerosene.

“Insightful, provocative and inspiring. A much-needed reminder that strategy is a creative act in its own right, not just part of a process, but something that moves a business forward. A book I’ll return to in the late nights when my slides are messy and my thinking even messier, when I need clarity and a reset on what good really looks like.”

— Emma Wiseman, Global Head of Brand Strategy, SPOTIFY