Obliquity: Why Our Goals Are Best Achieved Indirectly by John Kay

Summary

John Kay's 'Obliquity: Why Our Goals Are Best Achieved Indirectly' explores the paradox that some of our most important objectives are accomplished not by direct pursuit but through indirect means. Drawing on examples from business, science, and personal life, Kay argues that complex problems often resist straightforward solutions. Instead, success comes from flexibility, adaptation, and a willingness to pursue values beyond immediate self-interest. The book challenges conventional wisdom on goal-setting and presents a nuanced understanding of achievement and motivation.

Life-Changing Lessons

1. Success is often achieved indirectly, requiring flexibility and adaptation instead of rigid planning.

2. Pursuing broader values and purposes can lead to greater achievement than simply aiming for material or narrow personal goals.

3. Complex problems are best navigated through experimentation, learning, and acknowledging uncertainty.

Publishing year and rating

The book was published in: 2010

AI Rating (from 0 to 100): 90

Practical Examples

1. Johnson & Johnson’s Tylenol Crisis Response

   When facing the Tylenol poisoning crisis, Johnson & Johnson didn’t directly fixate on short-term profits; instead, they prioritized customer safety and trust, which ultimately saved the brand and led to long-term profit.

2. The Unintended Success of ICI (Imperial Chemical Industries)

   ICI focused on scientific and engineering excellence rather than profit maximization. Their indirect approach led to industry leadership and strong financial results, as opposed to rivals who obsessively chased profits and failed.

3. The Forest Management in Oregon

   Trees in Oregon flourished best when foresters allowed nature to take its course rather than rigidly trying to optimize timber yield. Attempts to control and simplify the forest ecosystem led to poorer results than more hands-off, adaptive strategies.

4. Happiness as a Byproduct

   Kay uses personal happiness as an example, arguing that people who consciously try to make themselves happy rarely succeed. Instead, happiness is often a byproduct of pursuing meaningful work, relationships, and activities.

5. Finding Business Success through Passion

   Many successful entrepreneurs, such as Steve Jobs, achieved outstanding results not by chasing money but by focusing on creating excellent products and experiences. This indirect approach led to the reward of financial success.

6. Political Stability and Constitutions

   Countries that tried to copy other countries’ constitutions directly often failed to achieve stability. Those that adapted institutions to fit their own culture and circumstances, like the United States, were more successful.

7. Archimedes’ Law of the Lever

   Kay uses the scientific principle that leverage works best indirectly to illustrate a broader point: indirect approaches often unlock solutions when direct methods stall.

8. Unintended Discoveries in Science

   Kay highlights how discoveries like penicillin and Teflon were the outcomes of pursuing different goals or open-ended inquiry, showing that major breakthroughs often come obliquely.