When something has worked for a few “excellent” companies, they readily advise all other companies that taking the same medicine will be good for them as well. One reason why the outcomes of innovation appear to be random is that many who write about strategy and management ignore categorization. They observe a few successful companies and then write a book recommending that other managers do the same things to be successful too—without regard for the possibility that there might be some circumstances in which their favorite solution is a bad idea.
