The Impossible Advantage: Winning the Competitive Game by Changing the Rules

Foreword.

THE SURPRISING LIMITATION OF THE WORLD’S NUMBER ONE BUSINESS STRATEGY.

Why There Are Limits to the Power of Positioning.

The Rule Maker's 'Impossible' Advantage.

Game Changing Strategies Start Where Positioning Stops.

Six Prejudices to Ignore.

IT'S TIME TO THINK RADICALLY ABOUT GROWTH.

Someone Committed to Breaking All the Rules.

Games as a Strategic Model.

Four Classical Game Strategies.

Wanted: A 'Highly Infectious' Game Changing Idea.

Our Plea for Free, Open and Radical Thinking.

FIRST GAME STRATEGY: REDEFINING THE MEASURES OF PERFORMANCE.

Influence the Criteria of the 'Customer Jury'.

How to Make Stronger Opponents Play Your Game.

Attack on an 'Invincible' Market Leader.

Surprising Escape from a Price War.

How Global Power Players Rule the Game.

The Essentials in Overview.

SECOND GAME STRATEGY: RESHAPING THE MARKET LANDSCAPE.

How Market Structures 'Regulate' the Competitive Game.

Balancing Act Between Flop and Global Success.

Outfoxing a Negative Trend in the Market.

How to Conquer 'Impossible' Market Potential.

The Law of the Self-Fulfilling Prophecy.

Change the World with a Radical Idea.

The Essentials in Overview.

THIRD GAME STRATEGY: RESTAGING THE COMPETITIVE CONFRONTATION.

What are 'Game Patterns' and How Can You Use Them?

'Staging' the Competitive Confrontation – Hollywood-Style.

Lessons Learned from Political Campaigns.

Breaking Free from a Negative Role Pattern.

Moving out of the Shadows into the Limelight.

Turning the Tide of an Almost-Lost Battle.

The Essentials in Overview.

FOURTH GAME STRATEGY: TAKING THE GAME TO THE NEXT LEVEL.

Taking the Game to the Next Level . . . What Does That Mean?

Old 'Top Dogs' Can Become Terribly Short Sighted . . . .

Why It Takes so Little to Control a Category's Evolution!

Courageously Slay the Sacred Cows!

Take the Lead When a Value Shift Hits the Market.

When the Market Needs a Complete Overhaul.

Radical Visions and Their Pitfalls.

The Essentials in Overview.

HOW YOUR BUSINESS CAN PROFIT FROM GAME STRATEGY.

1. Explore the 'Ideas that Rule the Market'.

2. Nothing Can Beat a 'Game Changing Idea'.

3. Game Changers Can Take a Certain Degree of Control in the Market – and over Their Competitors.

4. Game Strategy as a 'Behavior Changing' Instrument.

5. Finally . . . Game Strategy Is a Truly 'Democratic' Tool.

The Five Steps to Game Strategy.

It's Time to Explore Your Own Game Changing Opportunities.

AFTER THE GAME.

POSTSCRIPT: HOW GAME STRATEGY DIFFERS FROM GAME THEORY.

THANKS!

Index.