Title Page -- Dedication -- Introduction -- COMPETENCY 1 - PACKAGING -- 1 - THE WAY THE WORLD REALLY WORKS -- EVERYTHING IS A MARKET -- YOU ARE ALWAYS THE SELLER -- THE MARKET IS OVERSUPPLIED -- MARKETS HAVE METRICS -- 2 - THE EVOLUTION OF A GREAT IDEA -- 3 - BUILDING A BETTER OFFER -- THE CURSE OF CUTE -- INVESTING YOURSELF INTO YOUR OFFER -- PUT IT TO THE TEST -- COMPETENCY 2 - POSITIONING -- 4 - THE BLUE-FLAME PRINCIPLE -- 5 - BEING SHARP -- SPECIALIZATION IS NOT A DIRTY WORD -- EASY TO UNDERSTAND -- EASY TO DIFFERENTIATE -- 6 - ESTABLISHING A COMPELLING NEED -- EASY TO NEED -- EASY TO SUPPORT -- 7 - MOVING THE MARKET -- OFFER IT -- FORCE IT -- SEED IT -- NAME IT -- BRAND IT -- SPREAD IT -- UNCOVER IT -- EVENT IT -- HOLDING YOUR NERVE -- COMPETENCY 3 - INFLUENCE -- 8 - STORIES AND STUFF: POSITIONING 2.0 -- 9 - THE BUYER -- EASY TO WANT -- EASY TO JUSTIFY -- 10 - THE SELLER -- EASY TO BELIEVE -- EASY TO LIKE -- 11 - THE SALE -- EASY TO CHOOSE -- EASY TO BUY -- EASY TO INTEGRATE -- COMPETENCY 4 - ACCELERATION -- 12 - CREATING LEVERAGE -- SEIZING YOUR MOMENTS OF MASS EXPOSURE -- TARGETING MORE LUCRATIVE BUYERS -- MEASURING AND BILLING FOR OUTPUT, NOT INPUT -- 13 - GETTING SCALE -- GOING VIRAL -- MAINSTREAM MEDIA -- PARTNER -- RECRUIT, TRAIN, AND GROW -- 14 - BUILDING PLATFORM -- COMPETENCY 5 - REINVENTION -- 15 - YOU NEVER REALLY "MAKE IT" -- TIMING IS EVERYTHING -- 16 - STAGING YOUR REVOLUTION (OR EVOLUTION) -- EVOLUTIONARY REINVENTION -- REVOLUTIONARY REINVENTION -- Conclusion -- Acknowledgements -- WORKS CITED -- Copyright Page.