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Michael E. Porter’s 1980 book Competitive Strategy is a fine example of critical thinking skills in action. Porter used his strong evaluative skills to overturn much of the accepted wisdom in the world of business. By exploring the strengths and weaknesses of the accepted argument that the best policy for firms to become more successful was to focus on expanding their market share, he was able to establish that the credibility of the argument was flawed. Porter did not believe such growth was the only way for a company to be successful, and provided compelling arguments as to why this was not the case. His book shows how industries can be fragmented, with different firms serving different parts of the market (the low-price mass market, and the expensive high-end market in clothing, for example) and examines strategies that businesses can follow in emerging, mature, and declining markets. If printing is in decline, for example, there may still be a market in this industry for high-end goods and services such as luxury craft bookbinding. Porter also made excellent use of the critical thinking skill of analysis in writing Competitive Strategy. His advice that executives should analyze the five forces that mold the environment in which they compete – new entrants, substitute products, buyers, suppliers, and industry rivals – focused heavily on defining the relationships between these disparate factors and urged readers to check the assumptions of their arguments. Porter avoided technical jargon and wrote in a straightforward way to help readers see that his evaluation of the problem was strong. Competitive Strategy went on to be a highly influential work in the world of business strategy.

Competition. --- Market segmentation. --- Porter, Michael E.,

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Debt is one of the great subjects of our day, and understanding the way that it not only fuels economic growth, but can also be used as a means of generating profit and exerting control, is central to grasping the way in which our society really works. David Graeber's contribution to this debate is to apply his anthropologists' training to the understanding of a phenomenon often considered purely from an economic point of view. In this respect, the book can be considered a fine example of the critical thinking skill of problem-solving. Graeber's main aim is to undermine the dominant narrative, which sees debt as the natural – and broadly healthy – outcome of the development of a modern economic system. He marshals evidence that supports alternative possibilities, and suggests that the phenomenon of debt emerged not as a result of the introduction of money, but at precisely the same time. This in turn allows Graeber to argue against the prevailing notion that economy and state are fundamentally separate entities. Rather, he says, "the two were born together and have always been intertwined" – with debt being a means of enforcing elite and state power. For Graeber, this evaluation of the evidence points to a strong potential solution: there should be more readiness to write off debt, and more public involvement in the debate over debt and its moral implications.

Debt --- Money --- History. --- Graeber, David.

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How was the Soviet Union like a soup kitchen? In this important and highly revisionist work, historian Sheila Fitzpatrick explains that a reimagining of the Communist state as a provider of goods for the ‘deserving poor’ can be seen as a powerful metaphor for understanding Soviet life as a whole. By positioning the state both as a provider and as a relief agency, Fitzpatrick establishes it as not so much a prison (the metaphor favoured by many of her predecessors), but more the agency that made possible a way of life. Fitzpatrick’s real claim to originality, however, is to look at the relationship between the all-powerful totalitarian government and its own people from both sides – and to demonstrate that the Soviet people were not totally devoid of either agency or resources. Rather, they successfully developed practices that helped them to navigate everyday life at a time of considerable danger and multiple shortages. For many, Fitzpatrick shows, becoming an informer and reporting fellow citizens – even family and friends – to the state was a successful survival strategy. Fitzpatrick's work is noted mainly as an example of the critical thinking skill of reasoning; she marshals evidence and arguments to deliver a highly persuasive revisionist description of everyday life in Soviet time. However, her book has been criticized for the way in which it deals with possible counter-arguments, not least the charge that many of the interviewees on whose experiences she bases much of her analysis were not typical products of the Soviet system.

Economic history.

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In Blue Ocean Strategy, W. Chan Kim and Renée Mauborgne tackle the central problem facing all businesses: how to perform better than your competitors? Their solution involves taking a creative approach to the normal view of competition. In the normal framework, competition is a zero-sum game: if there are two companies competing for the same market, as one does better, the other has to do worse. The authors’ creative leap is to suggest one can beat the competition by not competing. Companies should avoid confronting competitors in crowded marketplaces, what they call “red oceans,” and instead seek out new markets, or “blue oceans.” Once the blue oceans have been identified, companies can get down to the task of creating unique products which exploit that market. Chan and Mauborgne argue, for example, that a wine company might decide to start appealing to a group previously uninterested in wine. This would be a “blue ocean” market, giving the winemaker a huge advantage, which they could exploit by creating a wine that appealed to the tastes of a beer-drinking demographic. A classic of business writing, Blue Ocean Strategy is creative thinking and problem solving at its best.

Market segmentation.