Create a business breakthrough by getting beyond the “Us & Them”
Getting commercial and technical teams to work together can be tough.
This book, built on Andy Bass’s years of experience with top multi-nationals and dynamic SMEs, shows you how to unlock the growth engine behind every major breakthrough. Read this book to:
This book is an important resource for today’s leader. It helps you not just manage tension between the 'Suits' and the 'Geeks,' but actually turn that tension into a driving force for innovation and growth.
Ian Constance, CEO, The Advanced Propulsion Centre (UK) and former Global Chief Engineer, Ford Motor Company
Andy's ideas have helped us hugely during a period of intense digitally-driven growth. The Suits & Geeks Trap is a fast and friendly guide to aligning tech and commercial teams. It highlights the need to understand distinct motivations and cautions against the Organisational Development Delusion, promoting a cooperative growth strategy. Essential for leaders in the digital growth era.
Jurga Žilinskienė MBE, Founder and CEO/CTO, Guildhawk
The Suits & Geeks Trap is a refreshing, entertaining read that gets straight to the point. It doesn't claim to be the panacea for business, but offers quick, actionable ideas that make you stop and think—something Andy excels at!
David J Pritchett,Co-founder, Viah Beauty, and former President, Rieke Packaging Systems
Andy's book uncovers five steps to aligning your technical and commercial people to drive results...
How did we get here?
Business success comes from a natural synergy between commercial and technical people. But because they see the world so differently, it's easy for them to get into conflict.
Fixes that fail
The usual attempts to fix things can actually make things worse. Learn about the dangers of Management By Algorithm and Organizational Development Delusion.
Do what works
When you understand the dynamics of 'The Suits & Geeks Trap', you'll be able to see your way clear to escape the trap and develop virtuous Growth Loops.
Strategy, execution, leadership
We'll look at how the insights in the book affect these three senior management concerns.
What to do next
Change will happen only once you finish the book and put the ideas into practice...
Andy playfully caricatures 'Suits' & the 'Geeks' to help us see a bigger picture. He shows us how to rise above stereotypes and fixed mindsets to get the best from people, ideas and technology.
Hanifa Shah, Pro-Vice Chancellor for STEAM and Executive Dean, Computing, Engineering and the Built Environment, Birmingham City University
The Suits & Geeks Trap is a great mirror for any business leader caught between commercial and technical teams. If you want to reduce frustration and align your teams to produce results, this book will be an excellent guide.
Paul Heldens, Director of Business Development, Roca Group
I’ve seen the Suit v Geek drama. It’s real. And it’s hard to think of a bigger (and more annoying) anchor on growth. That’s why this book is necessary - to give practical solutions so you can turn your strategic ambition into reality.
Alex Smith, Author of “No Bulls*t Strategy”
About Andy Bass
“A Geek who learned to wear a Suit”, Andy started out studying computer science and ergonomics (human factors) at Aston University, researching “Good Old Fashioned AI” at BT Research Labs and then earning a PhD in software engineering back at Aston. After several years as a business school lecturer, he moved into consulting where he found his niche: bridging the contrasting worldviews of technical and commercial people to the concerns of senior executives in companies such as IAC Group, Rieke Packaging and Deutsche Bank.
Andy has described his approaches in four books and has also taught executives at the Oxford Saïd, Warwick and Aston Business Schools.
Outside work, Andy played lead guitar in a Rush tribute band, and honed his speaking skills dabbling in the dangerous world of stand-up comedy (with decidedly mixed results!).
Every business leader with a technical team should read The Suits and Geeks Trap. Andy clearly identifies common issues that both 'Suits' and 'Geeks' will recognise. Full of practical advice – a masterpiece!
Martin Worner, Co-founder Confio GmbH, Co-author of “Work Remotely”
AI and data analytics have put IT the top of the agenda for executives and the board. To meet the new demands, technical and commercial teams must find better ways to understand each other. The Suits & Geeks Trap is a clear, helpful read for anyone facing the challenge.
Jo Hodson, Head of IT Services, Birmingham Airport
Andy gives C-Suite executives the Rosetta Stone for getting ‘business’ people and techies to cooperate for the good of the business and its customers.
Sean Bacon CD, Conflict Management Advisor, former fractional COO of Langley Concrete Group and performance mindset coach to the Canadian Women's Olympic Gold Rowing Team.