The business world continues to be fraught with immense risk, uncertainty, and complexity. Post-COVID, we've seen the impacts of the war in Ukraine, an increasingly bellicose China, supply chain disruptions worldwide, change caused by artificial intelligence, an ongoing banking crisis in the West, and now the war in the Middle East. Today's business leaders must be exceptionally resilient, flexible, and agile, and never has it been more critical to create a robust strategic plan than it is today. Using a novel yet simple framework consisting of both the 'outside-in' factors (an external environment including customer needs, competition, market dynamics, and trends) as well as the 'inside-out' factors (the operating environment within an organisation, such as enterprise risks, portfolio analysis, and business performance) that, when understood together, the book will give leaders the tools to make critical strategic choices to propel forward an organisation. Outside In, Inside Out is an integrated, easy-to-digest how-to guide that will challenge assumptions and offer tips and tricks of what to do - and, equally importantly, what not to do - to ensure any business develops a competitive edge and achieves success in today's complex world. Featuring various outside-in and inside-out public examples from the likes of Coca-Cola, Spotify, GM, Airbnb, Microsoft, Nike, Snapchat, Starbucks, IKEA, Intel, Samsung, and more; furthermore, the author takes readers on a journey inside the many organisations for which he has acted as an adviser and brings to the book a practitioner's in-depth perspective, drawing on nearly three decades of strategic work with more than 80 companies in 11 countries.