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Everywhere, products are being commoditized, services are being imitated, and traditional barriers to market entry are collapsing. To sustain competitive advantage in today's Copycat Economy, companies must break from the pack. This book will show how. Oren Harari starts by touring "Commodity Hell," and identifying 10 common mistakes that keep companies trapped in the pack. Next, Harari introduces six strategies for propelling your organization where competitors can't follow. Learn how to dominate markets (and when to leave them); how to create a "higher cause" that will mobilize stakeholders; and how to build a pipeline of cool, compelling products, in any industry. Harari reveals new ways to take customers far beyond mere "satisfaction," and shows how to innovate in even the most prosaic areas of a business. Learn how to avoid destructive mergers, and buy what really matters: talent, imagination, foresight, speed, rebelliousness, and inspiration. Finally, Harari offers a candid "12 Step" program for transforming leadership behavior to lead the charge -- and leave competitors in the dust.
Part I Resisting the Pull of the Pack
Chapter 1 Welcome to Commodity Hell: The Perils of the Copycat Economy 15
Chapter 2 How to Lose: Ten Compulsions Guaranteed to Keep You Mired in the Pack 37
Chapter 3 The Madonna Effect and the Willie Nelson Principle: The Power of Calculated Reinvention 63
Chapter 4 Curious, Cool, and Crazy: Building a Culture of Disciplined Lunacy 85
Part II How to Break from the Pack
Chapter 5 Dominate or Leave 107
Chapter 6 Put the Pieces Together for a Higher Cause 133
Chapter 7 Build a Defiant Pipeline 155
Chapter 8 Take Your Customer to an Impossible Place 177
Chapter 9 Take Innovation Underground 201
Chapter 10 Consolidate for Cool 225
Part III How You Can Lead the Pack
Chapter 11 You, the Leader of the Pack: A 12-Step Recovery Program 253
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