Contents
PART I RESISTING THE PULL OF THE PACK
Chapter 1. Welcome to Commodity Hell: The Perils of the Copycat Economy
Chapter 2. How to Lose: Ten Compulsions Guaranteed to Keep You Mired in the Pack
Chapter 3. The Madonna Effect and the Willie Nelson Principle: The Power of Calculated Reinvention
Chapter 4. Curious, Cool, and Crazy: Building a Culture of Disciplined Lunacy
PART II HOW TO BREAK FROM THE PACK
Chapter 6. Put the Pieces Together for a Higher Cause
Chapter 7. Build a Defiant Pipeline
Chapter 8. Take Your Customer to an Impossible Place
Chapter 9. Take Innovation Underground
Chapter 10. Consolidate for Cool
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