The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization

The Relationship of This Book to Eating the Big Fish, and the Challenger Project.

Introduction: Necessary Pirates.

Part I: Behaviours that Stimulate Challenger Brand Cultures.

1. Outlooking: A Different Kind of Insight Seeking.

2. Pushing: A Different Kind of Approval.

3. Projecting: A Different Kind of Consistency.

4. Wrapping: A Different Kind of Communication.

Part II: Personal Qualities that Foster an Internal Challenger Culture.

5. Denting: A Different Kind of Respect.

6. Binding: A Different Kind of Contract.

7. Leaning: A Different Kind of Commitment.

8. Refusing: A Different Kind of Passion.

9. Taking it Personally: A Different Kind of Professionalism.

10. Brand-centricity.

Part III: How to Be a Pirate in the Navy, Without Getting Hanged.

11. Red Pill, Blue Pill: Learning from Success.

12. Why Brand-centred Subcultures Fail: Learning from Failure.

13. Biting the Other Generals: The Wider Benefits Successful Subcultures Bring.

Part IV: Writing the Articles.

14. Writing the Articles in Our Own Organization.

15. That Difficult First Year: Emotional Preparation.

Part V: The Future of Piracy.

16. Pirates, Privateers and the Emergence of the BSC.

Postscript.

Acknowledgements.

Notes and Sources.

Index.