An excellent book with a new style of talking about strategy. Usually most strategy books focus on concepts and frameworks. Max guides the strategist in a very simple way in every step of the strategy process, with examples and lessons learned from real world. He points to relevant points from the field as "Reacting is as important as planning" or "Strategic thinking is underappreciated in time of stability". We live these situations in real life. I am happy to see these examples in a strategy book. I felt, while I am reading through, as my own experience is written in this book.