Martin Reeves is a Senior Partner and Managing Director in BCG's New York office and leads the Bruce Henderson Institute, BCG's vehicle for research and translation of ideas from beyond the world of business, into impactful frameworks and tools for strategy. He is the author of the forthcoming book "Your Strategy Needs a Strategy" (Harvard Business Review Press, June 2015), which offers the strategy palette as a tool to enable business leaders to tune their approach to strategy to their strategic environment - an increasingly challenging task as large corporations find themselves stretched across an increasing diversity of environments which change faster and less predictably. Other recent research themes include self-tuning organizations, corporate durability, commoditization, strategy and sustainability, new bases of competitive advantage, the economics of trust and sustainability, adaptive strategy, as well as managerial heuristics.Martin joined BCG in London in 1989 and later moved to Tokyo, where he led the Japan health care practice for eight years and was responsible for BCG's business with global clients. He has led numerous strategy and organizational assignments both for individual companies and industry associations.