Lying is common in social life, often done for benign purposes, seldom draws severe sanctions, and many of the most notable leaders, including the late Steve Jobs, were consummate prevaricators. Told with enough persistence and conviction, what was once untrue can become true, in a self-fulfilling prophecy sort of way.

The class focuses intensely on making people more comfortable with doing a wider range of things - such as networking, self-promotion, building their own personal brand, cleverly acquiring resources, getting known - that they may have been less comfortable with before.

People tell me the Netflix series, House of Cards, is sort of like my class come to life. The movie Margin Call portrays the realities of hierarchical relationships and rivalries beautifully, and how people respond when under pressure. Gandhi and Long Walk to Freedom both have the virtue of presenting larger-than-life figures in a more realistic way, showing their flaws and contradictions - their humanity - in a way that is very helpful.

Part of strategy is figuring out what you're good at, figuring out what you're not good at, and then getting yourself in position to succeed by doing mostly what you have a competitive advantage doing.

Most organisations say they want creativity, but really they do not.

I don't think eliminating the knowing-doing gap depends on the amount of knowledge around. It depends much more on people's attitudes and intentions - do they actually want to turn knowledge into action, or just go through the motions of acting as if they are busy or are accomplishing something.

Take care of your customers, and you will have a successful business. Don't, and you won't. The airlines need to figure this out - soon.