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Even more common sense beyond conventional management thinking! At what point does your CEO instinct rebel against the latest business fad permeating your world? The latent common sense of the Captains of Industry should kick in early and hard; years of experience should have built bulwarks against the floods of academic slop constantly storm-surging over the landscape. The Newspeak and overthink of age-old problems inside of and outside the castle moat isn't simplifying the management thereof. This third volume of the Unconventional CEO series strikes hard at the heart of this darkness; common sense clarifies the understanding of issues. Common sense also 'simplicates' the solutions. All in all, this book perpetuates the belief and practice that the lessons from the trenches is more valuable than business school ideas. The seasoned CEO should find many dusted-off gems in these pages; reminders of the common sense that may have been rusting in their arsenal of experience. Aspiring leaders should revel in the discovery of already-learned lessons. Either way, the author's 30 year tenure as CEO of start-ups, listed and just managed companies shines a light into that foreboding corner of old-fashioned ideas that stood the test of time.