Chapter . Introduction: The Phoenix Principle for Managing in an Uncertain World

If Defend & Extend Management doesn’t produce long-term above average results, what does? What is The Phoenix Principle, and how is it applied to achieve improved or even breakthrough results?

There Is a Better Approach to Management

The Defend & Extend Management story might seem all too familiar—as if it’s not new. As mentioned at the beginning of this book, for over 70 years, economists and the occasional management guru have discussed the poor results of individual businesses. Yet even though this story appears familiar, very few managers have changed their behavior even when they have recognized the problem.

It’s like middle-age weight gain suffered by so many managers. ...

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