FOREWORD
The 2 × 2 matrix represents the most notable analytical tool ever to emerge in business management. Yet as a genre, this conceptual framework has been greatly misunderstood, misused, and mistrusted, even as it rose to prominence among management models. The 2 × 2 has been particularly maligned in recent years, perhaps in relation to the saturation of M.B.A. programs and the maturation of management consulting across the globe. All too often, eyes now roll whenever a work colleague or business consultant takes to a white board or flip chart to draw x- and y-axes.
Fast Company magazine's defunct "Consulting Debunking Unit" perhaps epitomized the tendency to throw the baby out with the bath water—to dismiss whole categories of business thinking, ...
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