Contents

The Pre-Journey

Part 1: Assemble Your Toolkit

2. See the New Battleground

3. Know Yourself, Know Your Enemy

Part 2: Define Your Strategy

4. Get Lean and Mean

5. Choose Your Stance

6. Adapt to Win

Part 3: Bring It to Life

7. Step Up and Disrupt

8. Make It Happen

9. Get Creative

Conclusion: Secret Traditions of the Global Brand Builder