An inimitable feature binding every Seth Godin book is the unravelling of intractable problems using startlingly simple solutions and fundamental ideas. The Knot: problems can be solved (the knot) is no exception to the norm. There are numerous occasions in life where we find ourselves in a frustrating bind unable to decide amongst competing choices and contradictory alternatives. How do we then extricate ourselves from such entanglements? Godin’s slim book (has there ever been a Godin book that is otherwise?) begins with a riveting story involving Alexander the Great (before he became great that is). Riding into a small city in Central Turkey, Alexander is intrigued by the sight of an ox tied to a post with a complicated knot. Apocrypha held that many tried, but in vain to untie the knot. Whoever succeeded would become great, according to a prevailing legend. Alexander approached the rope and completely ignoring the knot, pulled out a pin at the centre, and instantly understanding the entanglements. From then on, the matter of untying the knot became a rudimentary chore.