Why do executives ignore common sense?

Today I just read an article-the subject-from Forbes. It happens to mention about Stephen Covey's books, which are highly recommended by Saga and other sources I found on the net. A time magazine has a interesting commentary:"His genious is for complicating the obvious, and as a result his books are graphically chaotic..."

I shouldn't really make any judgement on it, for I've just read a few pages before. One of the most important reasons why I just glance at really tiny pages is that it won't interest me much. Whenever I wanna give it a try, I can't help sleepy in the end. So I keep wondering if there are other way to dig into what he really means, surely I won't give it a second thought. Because I realize that "too" short and concise words combined might take extra time to absorb; however, plain and simple words, plus easy-to-understand example, usually do magic in normal human beings, like "me".

Still, I think I might give "those may-be-meaningful papers" a second chance, especially when suffering insomnia.

Why do executives ignore common sense?