The Crux: How Leaders Become Strategists

Too many “strategies” are merely weak lists of wished-for outcomes. Use the CRUX principle to build a strong, effective strategy.

“The only book you’ll need as a strategist…”

Dawn Farrell

Dawn Farrell
CEO TransAlta, 2012-2021

The Crux shows why Rumelt is a global authority on strategy.”

Andy Bryant

Andy Bryant
COB Intel, 2012-2020

The Crux delivers.”

Robert P. Ashley

LTG (ret.) Robert P. Ashley
Director DIA, 2017-2020

Meet Richard Rumelt

Consultant, speaker, teacher on business and corporate strategy.

Richard Rumelt is one of the world’s most influential thinkers on strategy and management. He is Professor Emeritus at the UCLA Anderson School of Management and is the author of Good Strategy/Bad Strategy: The Difference and Why It Matters. His new book, The Crux, went on sale May 3, 2022.

Richard is available for speaking and consulting engagements.

The 2011 Book:

Good Strategy/Bad Strategy clarifies the muddled thinking underlying too many strategies and provides a clear way to create and implement a powerful action-oriented strategy for the real world. One of six finalists for the Financial Times & Goldman Sachs Business Book of the Year.

Good Strategy Bad Strategy