Contributor(s): Professor Michael A. Cusumano | This is an overview of Professor Cusumano's new book Staying Power: Six Enduring Principles for Managing Strategy and Innovation in an Uncertain World|, prepared for the 2009 Oxford Clarendon Lectures in Management Studies. The focus is on how managers can tackle the simultaneous challenge of "innovation and commoditization" in markets often subject to unpredictable change and disruption. Professor Cusumano positions each principle against other concepts associated with 'best practices' and competitive advantage but which he believes are less valuable than they seem.