An original, widely-applicable concept from one of the world's foremost economists. Tim Harford says it is 'persuasive, rigorous, creative and wise. Brilliant'.

If you want to go in one direction, the best route may involve going in another. This is the concept of 'obliquity': paradoxical as it sounds, many goals are more likely to be achieved when pursued indirectly. The richest men and women are not the most materialistic; the happiest people are not necessarily those who focus on happiness, and the most profitable companies are not always the most profit-oriented as the recent financial crisis showed us. Whether overcoming geographical obstacles, winning decisive battles or meeting sales targets, history shows that oblique approaches are the most successful, especially in difficult terrain. John Kay applies his provocative, universal theory to everything from international business to town planning and from football to managing forest fire.

"This is an elegant, simple book and, rarely for a business book, is written by a man who actually understands the academics and philosophers he quotes. The best nine quid you'll spend this year" - City AM

"[A] smart, witty book" - Evening Standard

"John Kay is an admirable debunker of myths and false beliefs - he can see substantial things others don't. Read this book." - The Black Swan

"Economics with style as well as substance" - Observer

"Obliquity is a characteristic John Kay production. It is a pleasure to read" - Financial Times

"How rare is it for an academic economist to write with such clarity, intelligence and courage. And, in these troubled, confusing times, how desperately we need other dismal scientists to follow John Kay's shining example." - Spectator Business