Episode 316 - The Crux with Richard Rumelt

'The basic failure of strategy work is a failure to define the challenge that you're trying to meet.' Richard Rumelt is one of the world's leading authorities on strategy. He's also a keen rockclimber, and it was climbing that gave him the inspiration for his new book: The Crux.  In this wide-ranging conversation we talk about why strategy is such a controversial concept in business, and also why writing is such an important discipline for business thinkers.