William A Cohen succeeds in his declared objective of establishing ten principles for leading a company to victory. He first provides a case for why strategic thinking is needed. He then introduces the ten principles within the context of some past research and the application of the principles. Ten chapters follow with each chapter elaborating one of the principles through additional detail and examples. The books end with an argument to establish the ten principles as universal principles that can be applied in all spheres of life.

The book read with ease, is well structured and the content can be summarised without much effort. Information is presented in a way that it is easy to find information or to drill down to a specific topic. Supporting notes is at the back of the book with references within the chapters to guide the interested reader to additional information sources. The index is comprehensive and easy to use.

Each chapter is ended with a concise summary that captures the essence of the chapter. Throughout the book the author keeps to the same recipe of clarity, simplicity and supporting anecdotes. The anecdotes are primarily based on the author's insights of war scenario's, battles and business cases. The author is seems to be more acquainted with war strategies than with business strategies. The principles are easy to grasp with broad based relevancy to business strategies. Although examples are given of the application of these strategies its correct application still will have to be mastered through experience.

The content can hardly be described as revolutionary but can most definitely be commended for its clarity. It is not the equivalent of Sun Tzu's "Art of war" but it does capture key strategic elements with explicit clarity. Every strategist can use the book to create a checklist against which he can evaluate his strategies. The book effectively highlights several alternative approaches that are at the disposal of a strategist. This book might help to increase the life span of CEO's if they succeed to apply the ten principles in business.

This is a very enjoyable book. It is clear that (you pick the title) Cohen is passionate about the subject of strategy. He brings strong opinions and illustrative examples to the text. I could care less about leading any company to victory or becoming a strategy expert. I am interested in new perspectives that can broaden my view of how to get things done well - strategic thinking in this case. This book delivers to my interests. Again very enjoyable and enlightening. His passion is refreshing.