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Donald Sull and Nouriel Roubini in Fortune Magazine

17th August 2012

Donald Sull and Nouriel Roubini have been cited in Fortune magazine as one of the ’10 New Gurus you should know’. 

Sull has been parised for his big idea: ‘to welcome uncertainly in turbulent times.’

Fortune Magazine says Sull didn't start off with ivory-tower aspirations. After four years at McKinsey and private equity firm Clayton Dubilier & Rice, he was drawn to academic life as he kept observing companies practicing "active inertia," or dealing with current problems "by accelerating activities that had worked in the past."

Sull now has new solutions for companies. One is to forget entirely about a grand vision, which locks them into vague promises or could commit them to a doomed strategy. The other is to embrace uncertainty, which he addresses in his upcoming book, "The Upside of Turbulence."

In conclusion, Companies still need a map, but it needs to be focused on a few must-win battles and be fluid enough to be redrawn in the case of sudden shocks.

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