Book interview

When we examine our strategies for success and reactions to setbacks in the world of engineering, as a reflex we often revert to the military language. We talk of ´gaining ground´, ´digging in´, ´skirmishes´ and ´assaults´. The forum in which we do our business is a battlefield and quite often our competitors are opponents or even enemies that need to be outmanoeuvred, outflanked or simply taken down. The hostility of markets is expressed in the vocabulary of the campaign report.