Success in business has a lot to do with creativity, and creativity has a lot to do with seeing things from new perspectives.

By implication, if we want to be more successful one approach is to find models, ideas or theories that are off the beaten path, or — despite their evergreen relevance — have been forgotten by the masses.

With this in mind I’m starting a weekly series - “The best business books you haven’t read.”

First up is this incredible read from Danny Miller — The Icarus Paradox, which explains how businesses succeed their way into failure by continually emphasizing their strengths.

Builders become imperialists and bite off more than they can chew (like RBS for example).

Craftsmen become tinkerers, endlessly fine tuning their products while the market moves on.

Pioneers become escapists, launching highly innovative products with no demand.

Salesmen become drifters, thinking they can just push anything onto the market.

This book is as relevant today as it was when published 29 years ago - a forgotten classic you’ll be glad you read.

See this post on LinkedIn