Mavericks at Work: Why the most original minds in business win. William Taylor

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      Contents

      INTRODUCTION

       The Maverick Promise

       PART ONE

      RETHINKING COMPETITION

       Chapter 1

       Not Just a Company, a Cause: Strategy as Advocacy

      What ideas is your company fighting for? • Can you play competitive hardball by throwing your rivals a strategic curveball? • Changing the channel: The one-of-a-kind network that transformed television.

       Chapter 2

       Competition and Its Consequences: Disruptors, Diplomats, and a New Way to Talk About Business

      Can you be provocative without provoking a backlash? • Why strategic innovators develop their own vocabulary of competition. • Winning on purpose: The values-driven ad agency that carves its beliefs into the floor.

       Chapter 3

       Maverick Messages (I): Sizing Up Your Strategy

      Why “me-too” won’t do: Make-or-break questions about how you and your organization compete.

       PART TWO

      REINVENTING INNOVATION

      Chapter 4

       Ideas Unlimited: Why Nobody Is as Smart as Everybody

      How to persuade brilliant people to work with you, even if they don't work for you. • Why grassroots collaboration requires head-to-head competition. • Eureka! How one open-minded leader inspired the ultimate Internet gold rush.

       Chapter 5

       Innovation, Inc.: Open Source Gets Down to Business

      Have you mastered the art of the open-source deal? • Why smart leaders “walk in stupid every day.” • Bottom-up brainpower: How a 170-year-old corporate giant created a new model of creativity.

       Chapter 6

       Maverick Messages (II): Open-Minding Your Business

       Shared minds: The design principles of open-source leadership.

       PART THREE

      RECONNECTING WITH CUSTOMERS

       Chapter 7

      From Selling Value to Sharing Values: Overcoming the Age of Overload

      If your products are so good, why are your customers so unhappy? • How to build a cult brand in a dead business. • “Our customer is our category”—the retailer that sells a sense of identity.

       Chapter 8

       Small Gestures, Big Signals: Outstanding Strategies to Stand Out from the Crowd

      Do you sell where your customers are—and your competitors aren’t? • Warm and scuzzy: How Howard Stern became the world’s most unlikely teddy-bear salesman. • Why the company with the smartest customers wins.

       Chapter 9

       Maverick Messages (III): Building Your Bond with Customers

       Brand matters: The new building blocks of cutting-edge marketing.

       PART FOUR

      REDESIGNING WORK

       Chapter 10

       The Company You Keep: Business as if People Mattered

      Can you attract more than your fair share of the best talent in your field? • How to find great people who aren’t looking for you. • Building the character of competition: Why the world’s friendliest airline unleashes the “warrior spirit” in its workforce.

       Chapter 11

      People and Performance: Stars, Systems, and Workplaces That Work

      The first law of leadership: “Stars don’t work for idiots.” • How free agents become team players. • From bureaucracy to adhocracy: The many merits of a messy workplace.

       Chapter 12

       Maverick Messages (IV): Practicing Your People Skills

      Hiring test: Is your design for the workplace as distinctive as your designs on the marketplace?

      APPENDIX

      Maverick Material

      ENDNOTES

      ACKNOWLEDGMENTS

       INDEX

       COPYRIGHT

      ABOUT THE PUBLISHER

       Introduction

       The Maverick Promise

      Nearly 25 years ago, the beloved and influential historian Daniel J. Boorstin wrote a much-praised book called The Discoverers—A History of Man’s Search to Know His World and Himself. СКАЧАТЬ