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Index
Preface 1. Strategy Is All about Survival Fishing for Dinner Going to Dinner An Explosion of Choice The Law of Division The “Choice Industry” Choice Can Be Cruel And It Will Only Get Worse 2. Strategy Is All about Perceptions Minds Are Limited Minds Hate Confusion Minds Are Insecure Minds Don’t Change Minds Can Lose Focus 3. Strategy Is All about Being Different The War on Quality The War for Customer Satisfaction Being First Is a Differentiating Idea Attribute Ownership Is a Way to Differentiate Leadership Is a Way to Differentiate Heritage Is a Differentiating Idea How a Product Is Made Can Be a Differentiating Idea Hotness Is a Way to Differentiate 4. Strategy Is All about Competition The “Better People” Fallacy The “Better Product” Fallacy If You’re So Smart, How Come You’re Not Rich? Marketing as War A Change of Philosophy Becoming Competitor-Oriented Tactics and Strategy Tactics versus Strategy 5. Strategy Is All about Specialization A Lesson Learned Another Lesson Learned The Same Goes for Retail The Counterpoint to Growth Becoming the Expert A Publisher’s Dream Becoming Generic Other Small Specialists Big Specialists Now the Bad News Beware of the CEO’s Hobby Tell It Like It Is 6. Strategy Is All about Simplicity In Search of the Obvious An Observation from the Street Research Can Confuse You Don’t Get Mesmerized by the Data Don’t Get Mesmerized by Focus Groups Don’t Get Mesmerized by Test Markets Don’t Believe Everything They Say Get Some Snapshots of the Mind Owning a Word in the Mind Complex Language Is Confusing Business Has Its Own Language 7. Strategy Is All about Leadership Go Down to the Front Needed: Honest Opinions Needed: A Visible Leader It’s Not about the Numbers It’s about Perceptions It’s about Thinking Long Term It’s about Hanging in There Leaders Are Good Generals 8. Strategy Is All about Reality The Growth Trap The 15 Percent Delusion The Real Numbers Those Impossible Goals Is Bigness Worth It? Bigness Disguised as Convergence Bigness Doesn’t Organize Well Personal Agendas CEOs Struggling to Keep Pace Keeping in Touch The Reality of the Marketplace
More on Jack Trout’s Work Index
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