This book investigates the sociological and psychological mechanisms that allow management gurus to exert significant influence over corporate culture and business practices. The authors, David Greatbatch and Timothy A. R. Clark, utilize extensive research into organizational discourse to analyze why specific management fads gain traction. They argue that the success of these ideas relies less on empirical evidence and more on the rhetorical strategies and social environments that facilitate their adoption by leaders and employees alike.

Experts in organizational studies recognize this work as a critical examination of the management consulting industry. Readers frequently note the academic density of the prose, which provides a rigorous sociological lens on corporate trends.