Introduction: from bad tuna to play bigger -- Creation wins -- Category is the new strategy -- The discipline of category design -- Start: how to discover a category -- Strategy: the power of a point of view -- Mobilization: the shit gets real chapter -- Marketing: conditioning the market to...

Acknowledgements -- Dedications -- Forward -- Welcome to the new world of strategic innovation & business design thinking -- Discover new growth opportunities -- Craft your strategy -- Launch your new growth business -- Mastering the art : business design thinking -- Index

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