In this episode, I speak with Prof Clayton Williams, author of What Strategy Is: The 18 Fundamental Laws of Strategy, a thought-provoking synthesis that distils decades of strategic thinking into a clear, disciplined framework.

We explore the foundations behind the 18 laws, what inspired Clayton to write the book, and how leaders can use these principles to sharpen strategic clarity, avoid common pitfalls, and make more coherent strategic choices in complex and uncertain environments.

The book is available in print and on audiobook.

Guest Bio: Prof Clayton Williams, Chief Strategy & Policy Advisor | Author | Professor of Strategy & Applied Complexity Science.

Clayton Williams grew up between two worlds - the Kruger, which remains his true home and first love, and the corporate world shaped by organisations such as Mondi, Sappi, Massmart, and Liberty. His childhood was split between wildlife reserves and boardrooms, ecosystems and economics. His mother’s studies in nature conservation drew him into fieldwork early on, sparking both a love of learning and an instinct for seeing systems as living, dynamic networks.

As a teenager, inspired by the TV series JAG, Clayton set his sights on flying. He earned his pilot’s licence at 15 and ignored career counsellors who warned he would be bored. By 19, he was CEO of the flying school where he had trained; by 21, he had completed a management buyout. That early immersion in leadership shaped his view of organisations as adaptive organisms that must be cultivated, not merely managed.

Over the following years, he led several mid-cap companies through transformation programmes, worked in consulting, and spent five years in banking across a wide range of sectors. Today, he serves as Chief Strategy Adviser to a national investment institution, helping to align capital with the Netherlands’ societal and environmental agenda. He describes his work not as traditional leadership, but as strategy cultivation: building the strategic organism that can think, decide, and act coherently.

His academic journey began unexpectedly. Standing in for his then-wife at a business school lecture, he discovered a passion for teaching and research. Later, while at Nedbank, he worked closely with Dr Amy Jansen, a rigorous practitioner-academic who sharpened his thinking and introduced him to a more scientific discipline of strategy.

That collaboration planted the seed for What Strategy Is: The 18 Fundamental Laws of Strategy. Frustrated that even after winning his university’s strategy prize he still could not clearly define what strategy is, Clayton set out to build a falsifiable, scientific foundation for the field. Drawing on complexity science, thermodynamics, and information theory, his work reframes strategy as a universal adaptive process - how intelligent systems, from companies to ecosystems, collapse uncertainty into advantage.

Everything, he says, traces back to the Kruger: “That’s where I first learned that survival, whether in nature or in business, depends on sensing, adapting, and cohering. In the end, that’s all strategy really is.”

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Disclaimer: The views expressed in this podcast are for informational and discussion purposes only and do not constitute financial, investment, or professional advice. Listeners should consult a qualified advisor before making any business or investment decisions.