Stuck on a business problem? Get the thinking tool that solves it.
Describe what you're stuck on. We'll match it to one of Professor Jules Goddard's 21 Maxims, the heretical toolkit he teaches at London Business School.
Why Unstuck exists
Strategy is mostly thinking. Most strategy decks are mostly not thinking.
The 21 Maxims are a pocket toolkit for the moments when a business gets properly stuck. The ones where another workshop won't help, another spreadsheet won't help, and another meeting will actively hurt.
Each maxim is a small, testable heresy. Not best practice, but unique practice. Pick one. Try it on for size. See what breaks, and what suddenly works.
Read about Jules GoddardCulture eats strategy for breakfast. Truth eats culture for dinner.
Prof. Jules Goddard, Uncommon Sense, Common Nonsense
How it works
Three steps. No questionnaire. No personality quiz.
- 01
Describe the problem, candidly.
In plain English. The more honest the description, the sharper the match. We never store anything you type unless you ask us to.
- 02
Get the single most useful maxim.
One maxim, one clear explanation, one real-world example. Plus two runner-ups, for when the first one feels almost right but not quite.
- 03
Apply it. See what moves.
Each maxim comes with a concrete 'how to apply' step small enough to try this week. Real change comes from action, not from more analysis.
The full set
All 21 Maxims, at a glance.
Click any maxim to read it in full. Or grab the lot as a beautifully designed PDF, emailed to your inbox.
No. 01
The Game of Business
Start with an idea, not a goal.
No. 02
The Category Mistake
Emulate science, not engineering.
No. 03
The Success Formula
Thinking beats 'thoughting'.
No. 04
The Critical Shift
When you're stuck, change your beliefs.
No. 05
The Heretical Turn
Choose a strategy that challenges norms.
No. 06
The Catallactic Principle
Replace hierarchy with internal markets.
No. 07
The Value Chain
Report to your customer, not a boss.
No. 08
The Fatal Bias
Focus on being better, not cheaper.
No. 09
The Obsession with Execution
Focus on what, not how or why.
No. 10
The Myopic Perspective
Maximize market value, not profit.
No. 11
The Agency Problem
Give everyone skin in the game.
No. 12
The Prophetic Conceit
Treat planning as you would rain dancing.
No. 13
The Inductive Myth
Act your way into what you believe.
No. 14
The Emotional Rationale
Rely more upon psycho-logic than economics.
No. 15
The Measurement Priority
Measure pace of learning as the bottom line.
No. 16
The Precautionary Bias
Call cowardice by its true name.
No. 17
The Smoker's Secret
Hold conversations, not meetings.
No. 18
The Kingdom of Means
Treat colleagues as resourceful humans.
No. 19
The Post-Employment Enterprise
Convert employees into entrepreneurs.
No. 20
The Balanced Work-Week
Split the week into 80% business, 20% charity.
No. 21
The Humanocratic Organisation
Shrink every business unit to <150 people.
From 42courses
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We run short, vivid, genuinely useful courses on strategy, marketing and creativity, taught by the likes of Rory Sutherland, Mark Ritson and Dave Trott. Like this tool, minus the limit of 21 ideas.
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