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INTRODUCTION

The Maverick Promise

PART ONE

RETHINKING COMPETITION

Chapter 1

Not Just a Company, a Cause: Strategy as Advocacy

What ideas is your company fighting for? • Can you play competitive hardball by throwing your rivals a strategic curveball? • Changing the channel: The one-of-a-kind network that transformed television.

Chapter 2

Competition and Its Consequences: Disruptors, Diplomats, and a New Way to Talk About Business

Can you be provocative without provoking a backlash? • Why strategic innovators develop their own vocabulary of competition. • Winning on purpose: The values-driven ad agency that carves its beliefs into the floor.

Chapter 3

Maverick Messages (I): Sizing Up Your Strategy

Why “me-too” won’t do: Make-or-break questions about how you and your organization compete.

PART TWO

REINVENTING INNOVATION

Chapter 4

Ideas Unlimited: Why Nobody Is as Smart as Everybody

How to persuade brilliant people to work with you, even if they don't work for you. • Why grassroots collaboration requires head-to-head competition. • Eureka! How one open-minded leader inspired the ultimate Internet gold rush.

Chapter 5

Innovation, Inc.: Open Source Gets Down to Business

Have you mastered the art of the open-source deal? • Why smart leaders “walk in stupid every day.” • Bottom-up brainpower: How a 170-year-old corporate giant created a new model of creativity.

Chapter 6

Maverick Messages (II): Open-Minding Your Business

Shared minds: The design principles of open-source leadership.

PART THREE

RECONNECTING WITH CUSTOMERS

Chapter 7

From Selling Value to Sharing Values: Overcoming the Age of Overload

If your products are so good, why are your customers so unhappy? • How to build a cult brand in a dead business. • “Our customer is our category”—the retailer that sells a sense of identity.

Chapter 8

Small Gestures, Big Signals: Outstanding Strategies to Stand Out from the Crowd

Do you sell where your customers are—and your competitors aren’t? • Warm and scuzzy: How Howard Stern became the world’s most unlikely teddy-bear salesman. • Why the company with the smartest customers wins.

Chapter 9

Maverick Messages (III): Building Your Bond with Customers

Brand matters: The new building blocks of cutting-edge marketing.

PART FOUR

REDESIGNING WORK

Chapter 10

The Company You Keep: Business as if People Mattered

Can you attract more than your fair share of the best talent in your field? • How to find great people who aren’t looking for you. • Building the character of competition: Why the world’s friendliest airline unleashes the “warrior spirit” in its workforce.

Chapter 11

People and Performance: Stars, Systems, and Workplaces That Work

The first law of leadership: “Stars don’t work for idiots.” • How free agents become team players. • From bureaucracy to adhocracy: The many merits of a messy workplace.

Chapter 12

Maverick Messages (IV): Practicing Your People Skills

Hiring test: Is your design for the workplace as distinctive as your designs on the marketplace?

APPENDIX

Maverick Material

ENDNOTES

ACKNOWLEDGMENTS

INDEX

COPYRIGHT

ABOUT THE PUBLISHER