Donald Sull

Simple Rules, active inertia

Senior lecturer at MIT Sloan School of Management, where he researches strategy and organisational agility. He coined 'active inertia' to describe how successful firms accelerate past habits when disruption strikes, and co-developed the Simple Rules framework — the idea that a handful of clear heuristics outperforms elaborate strategy in fast-moving markets. He has written extensively for Harvard Business Review and MIT Sloan Management Review.