Boeing was a dominant force in the aeronautics industry prior to 1998. The executives of the business would “eat, breathe and sleep the world of aeronautics.” After building the 747, profits soared. However, when a group of new executives took over in ’98, their focus was on increasing shareholder value and the company’s performance plummeted.
Obliquity is the principle that complex goals are best achieved indirectly. In his new book, John Kay, explains why the happiest people aren’t necessarily those who focus on happiness, and how the most profit-orientated companies aren’t usually the most profitable.
“Obliquity” is a unique and impactful book for this time. Our unrelenting focus on short-term goals and our sometimes arrogant idea that we have the answers has resulted in a difficult and confusing time. Kay insightfully suggests that if you want to go in one direction, the best path may actually involve going in another. Using a variety of unique examples, “Obliquity” explains how the best way to achieve any complex or broadly defined goal is the indirect way. As Kay points out, we rarely know enough about the intricacies of important problems to tackle them head-on. And our unpredictable interactions with other people and the world at large mean that the path to our goals—and sometimes the goals themselves—will inevitably change. We can learn about our objectives and how to achieve them only through a gradual process of risk taking and discovery—what Kay calls "obliquity".
Research has shown that companies whose goal is defined by creating excellent products or services are more successful than companies whose stated goal is increasing profits. Although it may seem to run against the grain, the concept is solid and motivating. “Obliquity” is a must-read for anyone looking for answers in a questionable environment. We highly recommend it.