Martin Lindstrom, a renowned global branding consultant, argues that a lack of common sense is pervasive in organizations. His book, The Ministry of Common Sense, explores how this lack of common sense negatively affects everything from customer service and productivity to innovation and corporate culture. He proposes a five-step process for restoring common sense, which involves fostering empathy, courage, celebration, checking the cage, and externalization. Lindstrom believes that by embracing these principles, businesses can create a more positive and productive environment for both employees and customers.