(FORTUNE Small Business) – Strategy is destiny. Great leaders control their companies. Financial incentives such as stock options motivate employees and drive company performance. These are a few pieces of conventional wisdom that Jeffrey Pfeffer and Robert I. Sutton thoughtfully debunk in their new book, Hard Facts, Dangerous Half-Truths, and Total Nonsense. All too often, say the Stanford professors, business clichés become gospel without any real supporting evidence. For example, an impenetrable wall between work and personal lives doesn't always work. Social relationships at the office often enhance productivity. For entrepreneurs in particular, integrating life passions and work is crucial to success. Another commonly heard half-truth: Innovation is always good. After all, to use the opposite cliché, why fix something that ain't broke?