Scabrous takedown of blue sky thinking. ""Nudge unit". "Big society". "Hug a hoodie". They sound like the titles of nauseating business-psychobabble books: the sort of timewasting Who Moved My Cheese? groovy CEO bullshit routinely found cluttering the shelves of every airport bookshop in the world. As well as being a pallid substitute for actual creativity – a device for making grey business wonks mistake themselves for David Bowie at his experimental peak – these books are the direct suit-and-tie office-dick equivalent of those embarrassing motivational self-help tomes that prey on the insecure promising to turn their life around before dissolving into a blancmange of "strategies" and "systems" and above all excruciating metaphors."