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Business thinkers
Follow how they thought, what they did, and what changed their minds.
Available now
The Titans
Study Buffett, Bezos, Howard Marks, and Mark Leonard through their original work, consequential decisions, mistakes, and revisions.
75 readings · 12 three-stage cases · 204 recall cards
See the works read and the remaining gaps ↗The wider curriculum
Understand the whole business.
Connect strategy, customers, operations, people, and capital. Each part brings together original arguments, contrasting perspectives, and decisions to work through.
Ten modules with 95 core assignments, 224 readings in the new course and 868 recall cards. Expand an outline to open its module. The original Titans journeys remain available separately.
Read a business and its evidence
- What creates value for the customer and money for the business?
- Why can profit, cash, and capacity tell different stories?
- What separates an observation, an author's claim, and a causal explanation?
The work
Reconstruct a business from a small evidence packet, reconcile its units and periods, and identify what cannot yet be concluded.
Choose a strategy
- What problem are we actually trying to solve?
- Which customers, activities, and alternatives do we choose?
- What would have to be true for the choice to work?
The work
Produce two coherent strategic alternatives, reject one with reasons, and state what evidence would reverse the choice.
Discover demand and build a product
- What are people trying to accomplish?
- What can conversation, observation, purchase, and an experiment each tell us?
- When does an experiment justify a larger commitment?
The work
Design an informative customer test, decide what to build next, and set an explicit limit on further investment.
Position, market, and measure
- Which alternatives does the customer really compare?
- What makes the offer meaningful and recognizable?
- Which evidence distinguishes incremental demand from attributed activity?
The work
Choose a position and a measurement plan, including a credible explanation for why apparently successful marketing might not be creating additional demand.
Price, sell, and negotiate
- What creates willingness to pay, and for whom?
- How do price, packaging, discounts, and terms affect contribution and cash?
- What information must a sales conversation or negotiation uncover?
The work
Present a priced offer and a walk-away condition, calculate consequences under different demand responses, and conduct an evidence-seeking sales conversation.
Operate and deliver
- What limits useful output?
- When does local efficiency harm the whole business?
- Which investments or changes improve delivery without moving the cost elsewhere?
The work
Diagnose a capacity and quality problem, choose an intervention, and identify the downstream effects and measurement needed to check it.
Manage people and responsibility
- What work belongs to whom?
- How do incentives, information, feedback, and authority affect results?
- How does the organization learn without depending on a heroic founder?
The work
Design a role, decision boundary, and feedback process, then revise it after a conflict between output and employee or customer consequences.
Allocate capital and face uncertainty
- What is the best use of the next dollar?
- Which risks can be estimated and which require resilience?
- How does scale change a previously sensible allocation policy?
The work
Compare reinvestment, acquisition, liquidity, and returning capital on a common basis, including a case in which doing less is rational.
Renew the business as conditions change
- Which assumptions stopped holding?
- When should we defend, adapt, abandon, or build a different business?
- How do distribution, technology, physical constraints, and institutions alter the choice?
The work
Rework a strategy after an external change, preserving what still works and explicitly retiring what no longer does.
Integrate judgment across the whole business
- Which problem matters most now?
- How do the functional recommendations interact?
- What did the outcome teach us, and what remains uncertain?
The work
Submit a complete recommendation, defend it against the strongest alternative, then revise it after new operating and market evidence.
People and perspectives
Follow a thinker.
The deeper studies trace formation, setbacks, changing views, and the limits of each approach. Comparative readings connect these ideas to the business questions they help examine. Wider contributor coverage remains planned.
Twenty selected-work paths are available, with reading scope and gaps stated in each. Planned entries name work still to be researched and written.
All contributors are listed below.
A.G. Lafley
Planned · Comparative reading
Choose a strategy
Adam Grant
Planned · Comparative reading
Manage people and responsibility
Adam Smith
Planned · Comparative reading
Read a business and its evidence · Manage people and responsibility
Al Ries / Laura Ries / Jack Trout
Planned · Comparative reading
Choose a strategy · Position, market, and measure
Albert Rutherford
Planned · Comparative reading
Operate and deliver · Renew the business as conditions change
Alex Hormozi
Planned · Specialist reading
Discover demand and build a product · Renew the business as conditions change
Alexander Osterwalder
Planned · Specialist reading
Choose a strategy · Discover demand and build a product
Alexandra Watkins
Planned · Specialist reading
Position, market, and measure
Andy Grove
Available · Selected-work path
Operate and deliver · Manage people and responsibility
Anne-Laure Le Cunff
Planned · Specialist reading
Manage people and responsibility
Annie Duke
Planned · Comparative reading
Read a business and its evidence · Allocate capital and face uncertainty
April Dunford
Available · Selected-work path
Position, market, and measure · Price, sell, and negotiate
Ash Ali
Planned · Specialist reading
Discover demand and build a product · Renew the business as conditions change
Ashlee Vance
Planned · Specialist reading
Discover demand and build a product · Renew the business as conditions change
Atul Gawande
Planned · Comparative reading
Operate and deliver
Avinash Kaushik
Planned · Comparative reading
Position, market, and measure · Read a business and its evidence
B. Joseph Pine II
Planned · Comparative reading
Discover demand and build a product · Position, market, and measure
Barry Schwartz
Planned · Comparative reading
Discover demand and build a product · Price, sell, and negotiate
Ben Thompson
Available · Selected-work path
Choose a strategy · Renew the business as conditions change
Benjamin Hardy
Planned · Comparative reading
Manage people and responsibility
Bent Flyvbjerg
Planned · Comparative reading
Operate and deliver · Allocate capital and face uncertainty
Bill Bishop
Planned · Specialist reading
Position, market, and measure
Blair Enns
Planned · Specialist reading
Price, sell, and negotiate
Brad Jacobs
Planned · Comparative reading
Allocate capital and face uncertainty
Bradford Smart / Geoff Smart
Planned · Specialist reading
Manage people and responsibility
Bryan Caplan
Planned · Comparative reading
Read a business and its evidence · Manage people and responsibility
Cal Newport
Planned · Specialist reading
Manage people and responsibility
Carlota Perez
Planned · Comparative reading
Allocate capital and face uncertainty · Renew the business as conditions change
Category Pirates / Eddie Yoon
Available · Selected-work path
Choose a strategy · Position, market, and measure
Cedric Chin
Planned · Related reading
Read a business and its evidence · Integrate judgment across the whole business
Charles Duhigg
Planned · Comparative reading
Operate and deliver · Manage people and responsibility
Charlie Munger
Available · Selected-work path
Read a business and its evidence · Allocate capital and face uncertainty
Chip and Dan Heath
Planned · Comparative reading
Position, market, and measure · Manage people and responsibility
Chris Voss
Planned · Comparative reading
Price, sell, and negotiate
Claude C. Hopkins
Planned · Comparative reading
Position, market, and measure
Clayton Christensen
Available · Selected-work path
Discover demand and build a product · Renew the business as conditions change
Colin Bryar
Planned · Comparative reading
Operate and deliver · Manage people and responsibility
Dan Ariely
Planned · Comparative reading
Read a business and its evidence · Price, sell, and negotiate
Daniel Coyle
Planned · Specialist reading
Manage people and responsibility
Daniel Kahneman
Planned · Comparative reading
Read a business and its evidence · Integrate judgment across the whole business
Dave Gray
Planned · Specialist reading
Choose a strategy · Discover demand and build a product
David Aaker
Planned · Comparative reading
Choose a strategy · Position, market, and measure
David Benjamin / David Komlos
Planned · Specialist reading
Operate and deliver · Manage people and responsibility
David Bland
Planned · Specialist reading
Discover demand and build a product
David Epstein
Planned · Related reading
Discover demand and build a product · Integrate judgment across the whole business
David Marquet
Planned · Comparative reading
Manage people and responsibility
David Ogilvy
Available · Selected-work path
Position, market, and measure
David Pogue
Planned · Comparative reading
Operate and deliver · Renew the business as conditions change
Deirdre McCloskey
Planned · Comparative reading
Read a business and its evidence · Renew the business as conditions change
Donella Meadows
Available · Companion guide
Operate and deliver · Renew the business as conditions change
Edward L. Glaeser
Planned · Comparative reading
Choose a strategy · Renew the business as conditions change
Eliyahu Goldratt
Available · Selected-work path
Operate and deliver · Manage people and responsibility
Eric Ries
Planned · Comparative reading
Discover demand and build a product · Renew the business as conditions change
Frank Slootman
Planned · Comparative reading
Operate and deliver · Manage people and responsibility
Frederic Bastiat
Planned · Comparative reading
Read a business and its evidence
Friedrich Hayek
Planned · Comparative reading
Read a business and its evidence · Operate and deliver
Gary Klein
Planned · Related reading
Read a business and its evidence · Integrate judgment across the whole business
Geoffrey Parker
Planned · Comparative reading
Discover demand and build a product · Renew the business as conditions change
Harry Macdivitt
Planned · Specialist reading
Price, sell, and negotiate
Harvard Business Review collections
Planned · Specialist reading
Choose a strategy · Manage people and responsibility
Henry Hazlitt
Planned · Comparative reading
Read a business and its evidence
Hermann Simon
Available · Selected-work path
Price, sell, and negotiate
Howard Marks
Available · Titans journey
Read a business and its evidence · Allocate capital and face uncertainty · Renew the business as conditions change · Integrate judgment across the whole business
Jake Knapp
Planned · Specialist reading
Manage people and responsibility
James C. Scott
Planned · Comparative reading
Operate and deliver · Manage people and responsibility
James Clear
Planned · Specialist reading
Manage people and responsibility
James P. Womack
Planned · Comparative reading
Operate and deliver
Jeff Bezos
Available · Titans journey
Choose a strategy · Discover demand and build a product · Position, market, and measure · Price, sell, and negotiate · Operate and deliver · Renew the business as conditions change · Integrate judgment across the whole business
Jeffrey Liker
Planned · Comparative reading
Operate and deliver
Jim Collins
Planned · Comparative reading
Choose a strategy · Manage people and responsibility
John Bielenberg
Planned · Specialist reading
Operate and deliver · Manage people and responsibility
John Doerr
Planned · Specialist reading
Operate and deliver · Manage people and responsibility
John Kotter
Planned · Comparative reading
Manage people and responsibility
Jon McNeill
Planned · Comparative reading
Operate and deliver · Manage people and responsibility
Jordan Ellenberg
Planned · Comparative reading
Read a business and its evidence
Justin Lokitz
Planned · Specialist reading
Choose a strategy · Discover demand and build a product
K. Anders Ericsson
Planned · Related reading
Read a business and its evidence · Integrate judgment across the whole business
Keenan
Planned · Comparative reading
Price, sell, and negotiate
Kerry Patterson
Planned · Specialist reading
Manage people and responsibility
Kevin Maney / Mike Damphousse
Planned · Comparative reading
Choose a strategy · Position, market, and measure
Kim Scott
Planned · Comparative reading
Manage people and responsibility
Larry Bossidy
Planned · Comparative reading
Operate and deliver · Manage people and responsibility
Macon Brock
Planned · Comparative reading
Position, market, and measure · Operate and deliver
Madhavan Ramanujam
Planned · Comparative reading
Discover demand and build a product · Price, sell, and negotiate
Marc Levinson
Planned · Comparative reading
Operate and deliver · Renew the business as conditions change
Mark Leonard
Available · Titans journey
Operate and deliver · Manage people and responsibility · Allocate capital and face uncertainty · Renew the business as conditions change · Integrate judgment across the whole business
Marty Neumeier
Planned · Comparative reading
Choose a strategy · Position, market, and measure
Matthew Dixon
Planned · Comparative reading
Price, sell, and negotiate
Melissa Perri
Planned · Comparative reading
Discover demand and build a product · Operate and deliver
Michael Jensen / Werner Erhard
Planned · Comparative reading
Manage people and responsibility
Michael Lewrick
Planned · Specialist reading
Discover demand and build a product
Michael Porter
Available · Selected-work path
Choose a strategy · Renew the business as conditions change
Mike Kim
Planned · Specialist reading
Position, market, and measure
Mike Maples Jr
Planned · Specialist reading
Discover demand and build a product · Renew the business as conditions change
Milton Friedman
Planned · Comparative reading
Read a business and its evidence
Monica Guzman
Planned · Comparative reading
Manage people and responsibility
Nancy Duarte
Planned · Specialist reading
Manage people and responsibility
Nassim Taleb
Planned · Comparative reading
Read a business and its evidence · Allocate capital and face uncertainty
Neil Rackham
Planned · Comparative reading
Price, sell, and negotiate
Nick Sleep
Available · Selected-work path
Position, market, and measure · Allocate capital and face uncertainty
Nicolas Darveau-Garneau
Planned · Specialist reading
Operate and deliver · Manage people and responsibility
Paul Graham
Available · Selected-work path
Discover demand and build a product · Renew the business as conditions change
Paul J. Feltovich
Planned · Related reading
Read a business and its evidence · Integrate judgment across the whole business
Paul Midler
Planned · Comparative reading
Operate and deliver
Paul Ward / Jan Maarten Schraagen / Julie Gore / Emilie M. Roth
Planned · Related reading
Read a business and its evidence · Integrate judgment across the whole business
Peter Drucker
Available · Selected-work path
Operate and deliver · Manage people and responsibility
Peter Sims
Planned · Specialist reading
Discover demand and build a product · Renew the business as conditions change
Peter Thiel
Planned · Comparative reading
Choose a strategy · Position, market, and measure
Rafi Mohammed
Planned · Specialist reading
Price, sell, and negotiate
Raja Rajamannar
Planned · Specialist reading
Position, market, and measure
Rand Fishkin
Planned · Specialist reading
Discover demand and build a product · Renew the business as conditions change
Rand J. Spiro
Planned · Related reading
Read a business and its evidence · Integrate judgment across the whole business
Ray Dalio
Planned · Comparative reading
Manage people and responsibility · Allocate capital and face uncertainty
Reid Hoffman
Planned · Comparative reading
Discover demand and build a product · Renew the business as conditions change
Richard Lewis
Planned · Specialist reading
Price, sell, and negotiate
Richard Rumelt
Available · Selected-work path
Choose a strategy · Integrate judgment across the whole business
Richard Shotton
Planned · Comparative reading
Position, market, and measure · Price, sell, and negotiate
Richard Thaler
Planned · Comparative reading
Read a business and its evidence · Price, sell, and negotiate
Rob Fitzpatrick
Planned · Comparative reading
Discover demand and build a product · Renew the business as conditions change
Robbie Kellman Baxter
Planned · Specialist reading
Discover demand and build a product · Renew the business as conditions change
Robert Cialdini
Planned · Comparative reading
Position, market, and measure · Price, sell, and negotiate
Robert Greene
Planned · Comparative reading
Manage people and responsibility
Roger Fisher / William Ury
Planned · Comparative reading
Price, sell, and negotiate
Roger Martin
Available · Selected-work path
Choose a strategy · Integrate judgment across the whole business
Rolf Dobelli
Planned · Specialist reading
Manage people and responsibility
Rory Sutherland
Planned · Comparative reading
Position, market, and measure · Price, sell, and negotiate
Salim Ismail
Planned · Specialist reading
Discover demand and build a product · Renew the business as conditions change
Scott Page
Planned · Comparative reading
Operate and deliver · Integrate judgment across the whole business
Seth Klarman
Planned · Comparative reading
Allocate capital and face uncertainty
Shane Parrish
Planned · Comparative reading
Read a business and its evidence · Integrate judgment across the whole business
Stephan Liozu
Planned · Specialist reading
Price, sell, and negotiate
Steve Anderson
Planned · Specialist reading
Allocate capital and face uncertainty
Steven Levitt
Planned · Comparative reading
Read a business and its evidence
T.S. Ashton
Planned · Comparative reading
Operate and deliver · Renew the business as conditions change
Thomas Sowell
Available · Companion guide
Read a business and its evidence · Integrate judgment across the whole business
Todd Rose
Planned · Comparative reading
Manage people and responsibility
Tony Fadell
Available · Selected-work path
Discover demand and build a product · Operate and deliver
Ulrik Lehrskov-Schmidt
Planned · Specialist reading
Price, sell, and negotiate
Vaclav Smil
Planned · Comparative reading
Operate and deliver · Renew the business as conditions change
Warren Buffett
Available · Titans journey
Read a business and its evidence · Allocate capital and face uncertainty · Renew the business as conditions change · Integrate judgment across the whole business
Wes Bush
Planned · Specialist reading
Discover demand and build a product · Renew the business as conditions change
Will Larson
Planned · Specialist reading
Operate and deliver · Manage people and responsibility
William Thorndike
Planned · Comparative reading
Allocate capital and face uncertainty
William Zinsser
Planned · Specialist reading
Manage people and responsibility
No entries match. Try another name, choose all questions, or show all contributors.
How to study
Read, decide, reconsider.
Reconstruct the argument. Make a decision before revealing the outcome. Then test whether the idea travels to a different business or survives a change in the facts.
The available course separates historical evidence from constructed 2026 scenarios and hypothetical future changes. References lead to the original publications, with the works read and the gaps stated explicitly.
Work through a case ↗Explore how expertise develops ↗