Kippenberger, T - In: The Antidote 3 (1998) 6, pp. 34-35
Posits that all industries fall into three categories: the rule makers (e.g., IBM and Coca‐Cola) the rule takers (e.g., Fujitsu and McDonnell Douglas) and the rule breakers (e.g., IKEA, The Body Shop, Swatch and Southwest Airlines). Proposes ten principles that can help companies release ideas...