Eating the Big Fish

Preface
Foreword by Antonio Lucio

Part 1: The Size and Nature of the Big Fish
1. The Law of Increasing Returns
2. The Consumer Isn't
3. What Is a Challenger Brand?

Part 2: The Eight Credos of Successful Challenger Brands
4. The First Credo: Intelligent Naivety
5. Monsters and Other Challenges: Gaining Clarity on the Center
6. The Second Credo: Build a Lighthouse Identity
7. The Third Credo: Take Thought Leadership of the Category
8. The Fourth Credo: Create Symbols of Re-Evaluation
9. The Fifth Credo: Sacrifice
10. The Sixth Credo: Overcommit
11. The Seventh Credo: Using Communications and Publicity to Enter Social Culture
12. The Eight Credo: Become Idea-Centered, Not Consumer-Centered

Part 3: Applying the Challenger Program
13. Writing the Challenger Program: The Two-Day Off-Site
14. The Scope of the Lighthouse Keeper

Part 4: Mind-Set, Culture, and Risk
15. Challenger as a State of Mind: Staying Number One Means Thinking Like a Number Two
16. Risk, Will, and the Circle of Rope

References and Sources
Acknowledgments for the Second Edition
Photo Credits
Index