Different Thinking: Creative Strategies for Developing the Innovative Business Book

Introduction     1
Different thinking: strategy     9
The 360[degree] view: glean inspiration from other industries     12
Dead centre: Get out of those middle-of-the-market segments - fast!     27
Travel light: cut the ballast     42
Different thinking: markets     49
Out of the box: create completely new markets     51
Maxi size and mini size: place no geographical limits on your success     69
Mix it! Conquer new markets with innovative combinations     77
Quasi-monopolies: be the champion     84
Different thinking: products     95
Product DNA: question existing product concepts     96
Design matters: design as a competitive factor     109
Experience inside: create an experience, trigger emotions     123
Easy Inc: offer clarity, cut out the frills to make your product irresistible     134
Different thinking: price     145
Price DNA: question the established price models     149
Price polarization: send your prices skyrocketing or plummeting - and win     158
Pricing in-between. Be smart - position yourself in the middle of the market     167
The Rockefeller Principle: give away the lamp and sell the oil     174
Personalized price: letthe customer set the price     177
Free price: offer freebies to your customers and let others foot the bill     184
Off you go!     189
References and further reading     191
Index     193