So even though they scorn talk of theory, managers use theory all the time. Whenever a rational manager takes any action, it’s predicated on a theory already in their head. Whenever they put forward a business plan they are employing a theory that if they do these things they will be successful.
This is the best “think-piece” I’ve read on data analysis. Asymco also produces beautiful competitive data analysis (data can be beautiful) on Apple. His insight on the work of data is fascinating.