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5. Shira White, New Ideas about New Ideas: Insights and Creativity from the World s Leading Innovators (Cambridge, MA: Perseus, 2002). 6. The web site of Harvard Business School Publications lists 20 Apple cases and 4 McDonald s cases. A case by W. E. Sasser and David Rikert, McDonald s Corp., comes closest to expert intuition by describing the features that make for the success of McDonald s. It is telling as well that this is not a classic case that asks you to recommend a strategy, but rather provides contrast for a Burger King case. 7. Antoine Jomini, Summary of the Art of War (1838; reprint, translated by G. H. Mendell and W. P. Craighill, Washington, DC: Military Service Publishing, 1947). 8. The Hittle quote comes from his Introduction to Jomini, Summary of the Art of War. 9. The military debate between Jomini and von Clausewitz continues in the modern era: Both are still on the reading list at American military academies. And in On Strategy (Presidio, 1995), Harry Summers applies the insights of von Clausewitz to the Vietnam War. Most recently, Colin Gray compares the advantages of following Jomini and von Clausewitz for fighting international terrorism in Defining and Achieving Total Victory (U.S. Army War College, 2002). In Grant Wins the War: Decision at Vicksburg (Wiley, 1999), James Arnold makes an explicit comparison between Grant at Vicksburg and Napoleon s great victory at Jena in 1806, where the French took von Clausewitz prisoner. See also John Keegan, Grant and Unheroic Leadership, in The Mask of Command (New York: Viking, 1987). For mobile war in general, see Basil Liddell Hart, Strategy (New York: Meridian, 1991); and Martin van Crefeld, The Art of War (London: Cassell, 2000). 10. Quotations from The Mind of Napoleon by J. C. Herold 1961, Columbia University Press. Reprinted with permission of the publisher. In Napoleon Bonaparte, l Art de la guerre (Paris: Club de l honn te homme, 1965), we find this quote too: Success in war owes so much to coup d oeil. But Napoleon used the term in its more traditional sense of an eye for the terrain. For a detailed look at Napoleon s methods, see David Chandler, The Campaigns of Napoleon (New York: Macmillan, 1973). 11. Quotations from On War by Carl von Clausewitz (1982). Reprinted by permission of Taylor & Francis. 12. A recent book helps in applying von Clausewitz to business strategy: Tiha von Ghyczy, Christopher Bassford, and Bolko von Oetinger, Clausewitz on Strategy (New York: Wiley, 2001). The book presents the excerpts from On War that the authors judge most relevant to business strategy. They title the first section of excerpts Coup d Oeil, yet they do not mention coup d oeil in their introduction. For decades, the most common citation from von Clausewitz has had little to do with coup d oeil: War is the mere continuation of policy by other means. Some scholars interpret this
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quote to mean that von Clausewitz was pro-war that is, that he thought war was morally equivalent to politics. But a strategist might read this quote a different way: Von Clausewitz is saying that politicians will decide when to go to war and against whom, and will hand that decision to the general. That freed von Clausewitz to use most of On War to deal not with politics, but with strategy, that is, with how the general wins the war. More modern military authorities use the term grand strategy for what von Clausewitz calls policy. For grand strategy, see for example, The Theory of Strategy, in Hart, Strategy. For Frederick s essay, see Article 6: Of the Coup d Oeil, in Frederick II, King of Prussia, Military Instruction from the Late King of Prussia to his Generals (London: Egerton, 1797). For early studies on intuition, see Norman Maier, Reasoning in Humans, in Journal of Comparative Psychology 12 (1931); Frederic Bartlett, Remembering: A Study in Experimental and Social Psychology (New York: Macmillan, 1932); Eric Berne, The Nature of Intuition, in Psychiatric Quarterly 23 (1949); Kenneth Hammond, Probabilistic Functioning and the Clinical Method, in Psychological Review 62 (1955); and Egon Brunswik, Perception and the Representative Design of Psychological Experiments (Berkeley: University of California Press, 1956). For recent updates on brain research, see Antonio Damasio, The Feeling of What Happens (New York: Harcourt Brace, 1999), and Lise Eliot, What s Going On in There (New York: Bantam, 1999). Science tells us that there are indeed two sides to the brain: an intuitive right side and an analytic left side. Eliot writes: Babies appear to be born with a slight right-hemisphere advantage. The left hemisphere apparently catches up by the second year. Later still around four years of age communication between the two hemispheres improves dramatically, integrating a child s analytical and intuitive sides. On two modes of thought, see Shelly Chaiken and Yaacov Trope, Dual Process Theories in Social Psychology (New York: Guilford, 1999); S. Epstein, A. Lipson, C. Holstein, and E. Huh, Irrational Reactions to Negative Outcomes: Evidence for Two Conceptual Systems, in Journal of Personality and Social Psychology 62 (1992); and Steven Sloman, The Empirical Case for Two Systems of Reasoning, Psychological Bulletin 119 (1996). Quotation from Models of Thought, vol. 2, by Herbert Simon (1989). Reprinted by permission of Yale University Press. For Simon s earlier work, see Administrative Behavior (New York: Macmillan, 1947), and A Behavior Model of Rational Choice, Quarterly Journal of Economics 69 (1965). For an early influence on Simon, see Chester Barnard, The Functions of the Executive (Cambridge, MA: Harvard University Press, 1938). Quotations from Sources of Power by Gary Klein (1998). Reprinted by permission of MIT Press. Robin Hogarth, Educating Intuition (Chicago: University of Chicago Press, 2001).
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