The Impossible Advantage -- Contents -- About the authors -- Foreword -- The surprising limitation of the World's Number One business strategy -- WHY THERE ARE LIMITS TO THE POWER OF POSITIONING -- THE RULE MAKER'S 'IMPOSSIBLE' ADVANTAGE -- GAME CHANGING STRATEGIES START WHERE POSITIONING STOPS -- SIX PREJUDICES TO IGNORE -- It's time to think radically about growth -- SOMEONE COMMITTED TO BREAKING ALL THE RULES -- GAMES AS A STRATEGIC MODEL -- FOUR CLASSICAL GAME STRATEGIES -- WANTED: A 'HIGHLY INFECTIOUS' GAME CHANGING IDEA -- OUR PLEA FOR FREE, OPEN AND RADICAL THINKING -- First Game Strategy: redefining the measures of performance -- INFLUENCE THE CRITERIA OF THE 'CUSTOMER JURY' -- HOW TO MAKE STRONGER OPPONENTS PLAY YOUR GAME -- ATTACK ON AN 'INVINCIBLE' MARKET LEADER -- SURPRISING ESCAPE FROM A PRICE WAR -- HOW GLOBAL POWER PLAYERS RULE THE GAME -- THE ESSENTIALS IN OVERVIEW -- Second Game Strategy: reshaping the market landscape -- HOW MARKET STRUCTURES 'REGULATE' THE COMPETITIVE GAME -- BALANCING ACT BETWEEN FLOP AND GLOBAL SUCCESS -- OUTFOXING A NEGATIVE TREND IN THE MARKET -- HOW TO CONQUER 'IMPOSSIBLE' MARKET POTENTIAL -- THE LAW OF THE SELF-FULFILLING PROPHECY -- CHANGE THE WORLD WITH A RADICAL IDEA -- THE ESSENTIALS IN OVERVIEW -- Third Game Strategy: restaging the competitive confrontation -- WHAT ARE 'GAME PATTERNS' AND HOW CAN YOU USE THEM? -- 'STAGING' THE COMPETITIVE CONFRONTATION - HOLLYWOOD-STYLE -- LESSONS LEARNED FROM POLITICAL CAMPAIGNS -- BREAKING FREE FROM A NEGATIVE ROLE PATTERN -- MOVING OUT OF THE SHADOWS INTO THE LIMELIGHT -- TURNING THE TIDE OF AN ALMOST-LOST BATTLE -- THE ESSENTIALS IN OVERVIEW -- Fourth Game Strategy: taking the Game to the next level -- TAKING THE GAME TO THE NEXT LEVEL … WHAT DOES THAT MEAN? -- OLD 'TOP DOGS' CAN BECOME TERRIBLY SHORT SIGHTED ….

WHY IT TAKES SO LITTLE TO CONTROL A CATEGORY'S EVOLUTION! -- COURAGEOUSLY SLAY THE SACRED COWS! -- TAKE THE LEAD WHEN A VALUE SHIFT HITS THE MARKET -- WHEN THE MARKET NEEDS A COMPLETE OVERHAUL -- RADICAL VISIONS AND THEIR PITFALLS -- THE ESSENTIALS IN OVERVIEW -- How your business can profit from Game Strategy -- 1. EXPLORE THE 'IDEAS THAT RULE THE MARKET' -- 2. NOTHING CAN BEAT A 'GAME CHANGING IDEA' -- 3. GAME CHANGERS CAN TAKE A CERTAIN DEGREE OF CONTROL IN THE MARKET - AND OVER THEIR COMPETITORS -- 4. GAME STRATEGY AS A 'BEHAVIOR CHANGING' INSTRUMENT -- 5. FINALLY … GAME STRATEGY IS A TRULY 'DEMOCRATIC' TOOL -- THE FIVE STEPS TO GAME STRATEGY -- IT'S TIME TO EXPLORE YOUR OWN GAME CHANGING OPPORTUNITIES -- After the Game -- Postscript: how Game Strategy differs from Game Theory -- Thanks! -- Index.