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Please enjoy the tutorials, articles, podcasts, speeches and reviews that follow. They provide easy access to particular aspects covered by Fad-Free Strategy.

From total to accessible market

In this 5-minute clip Deneffe and Vantrappen explain how the Chief Strategy Officer of Advanced Widgets Inc. made a credible estimate of the accessible market for an innovative new offering being proposed by the company. Using the tools from Fad-Free Strategy, they were able to take into account their customers’ willingness to switch suppliers, and the company’s ability to meet their minimum requirements.

From accessible market to revenues

In this 8-minute clip Deneffe and Vantrappen explain how the Chief Strategy Officer of Advanced Widgets Inc. used the trade-off method to gain an in-depth understanding of customer preferences and make reliable bottom-up estimates of the company’s revenue potential in a new market it was considering to enter.

TEDx talk: Fad-Free Strategy

At a TEDx event organized by HultAshridge in 2017, Daniel Deneffe reviews why strategy fads have lost their appeal and presents a path-breaking way of thinking about strategy. The approach has solid behavioral foundations and is practical, yet rigorous. Above all, it is relevant for all executives who do not want to put their careers on the line by following simple non-generalizable rules.

Fad-Free Strategy - Daniel Deneffe - Tedx

MANAGEMENT.ISSUES

In the article “Why business strategy needs to be more than perfume”, published by Management.Issues, Daniel Deneffe explains why a good business strategy is akin to evidence-based medicine.

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FORBES

On the basis of an interview with Daniel Deneffe and Herman Vantrappen, Roger Trapp of Forbes magazine argues that business leaders should go back to basics and rigorously examine the behavior of the most vital ingredient — the customer.

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LSE BUSINESS REVIEW

In the article “What if the failure of a business strategy is due to its flawed design?”, published by LSE Business Review, Daniel Deneffe and Herman Vantrappen argue that many supposedly great strategies fail because their real greatness has not been evidence-tested prior to execution.

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MANAGEMENT TODAY

In the article “Following unscientific fads derived from successful companies can be dangerous”, published by Management Today, Daniel Deneffe and Herman Vantrappen argue that managers should not put too much faith in business heroes.

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DE TIJD

In an interview with Belgium’s main business newspaper De Tijd, Daniel Deneffe talks about the need to understand customer preferences thoroughly when defining a business strategy.

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MANAGEMENT.ISSUES

Olaf Groth’s review concludes that “This book is a must-read for all pragmatic managers who want a rigorous, managerial-economics rooted approach to business strategy that yields near-term results.”

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