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Index
Cover
Title Page
Dedication
Introduction
Part One: CREATING A CULTURE
The First Commandment // Have an Organizing Principle
The Second Commandment // Be Useful, Relevant, and Entertaining
The Third Commandment // Ask Heretical Questions
The Fourth Commandment // Align with Behaviour
The Fifth Commandment // Be Generous
Part Two: MAKING IT HAPPEN
The Sixth Commandment // Join The 5% Club
The Seventh Commandment // Prioritize Experience Over Innovation
The Eighth Commandment // Weaponize Your Audience
The Ninth Commandment // Make Trust Sacred
The Tenth Commandment // Be Brave
Further Reading
Acknowledgements
Follow Penguin
Copyright Page
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