chapter 2 Visual Strategy -- chapter 3 Opportunity Identification -- chapter 4 Idea Generation -- chapter 5 Delivering Profitable Innovation to Targeted Customers -- chapter 6 Barriers to Imitation -- chapter 7 Applications of Graphical Strategy Tools -- chapter 8 Ranking Offerings -- chapter 9...

section 1. Branding : creating and sustaining a credible and reputable source -- section 2. Effective people : identify and empower them -- section 3. Strategy : keep it consistent with the brand -- section 4. Putting it all together.