Nonsense - Philosophical Concept | Alexandria
Nonsense, in business strategy, is the deliberate or unintentional deployment of language, justifications, or activities that lack logical coherence or practical relevance, yet serve a specific purpose, often to obfuscate, persuade, or legitimize decisions. Often confused with simple error or incompetence, Nonsense in strategic contexts holds a more intriguing role, acting as a smokescreen, a tool for power dynamics, or even a catalyst for unconventional innovation.
One might find early shades of strategic Nonsense dating back to Sun Tzu's "Art of War" (circa 5th century BC), where elements of deception and misdirection served vital roles in military strategy. Consider his famous line, "All warfare is based on deception." While not precisely Nonsense, it acknowledges the value of conveying information – or withholding it – in ways that subvert rational analysis. Similarly, Machiavelli's "The Prince" (1532) provides a glimpse into the calculated use of appearances and justification, advocating for actions that might seem illogical from a moral perspective but prove essential for political survival, highlighting a divergence between outward presentation and underlying intention.
Over the years, the perception of Nonsense has fluctuated. In the 20th century, with the rise of scientific management and rational decision-making models, Nonsense was often viewed as purely detrimental, an impediment to efficiency. But, since then, some scholars have suggested that Nonsense offers a critical function. For example, organizational psychologist Karl Weick observed that ambiguity and "loosely coupled systems" can facilitate adaptation and innovation. Consider the anecdote of the famously chaotic Apple under Steve Jobs, where seemingly illogical decisions and pronouncements paradoxically spurred breakthrough products. Is Nonsense merely error, or does it occupy a hidden space of possibility within rigid systems?
Ultimately, the significance of Nonsense lies in its capacity to expose the artifice within formalized structures and reveal the unspoken rules, norms, or hierarchies that shape business decisions. Its presence forces us to question the underlying assumptions of strategic reasoning and to consider the broader context in which decisions are made. Is what appears irrational, in fact, a calculated move in a complex game of power and perception? Examining Nonsense invites a more nuanced understanding of strategy – one that goes beyond mere logic and dives deep into the intriguing realm of human behavior.