Outsmart the MBA clones : the alternative guide to competitive strategy, marketing, and branding

Introduction : MBA clones are all around you

What is an infair advantage?

Some surprising insights about strategy

The three myths about competitive advantage

The great secret of differentiation that no one imitates

Strategy development : how will you know what's next?

An overview of O-scan : how to identify, invent, and maximize opportunities

Some O-scan methods : obtaining insight about consumers and their future desires

Some more O-scan methods : identifying opportunities using the consumption process analysis

Still more O-scan methods : identifying opportunities through self-analysis and competitive analysis

Inside information from the consumer's mind

The real reasons for brand success

How do you create a brand that is more than the product?

Satisfying marketing vs. electrifying marketing

How are marketing hits developed?

How to drive consumers crazy for your brand