Cover -- Title -- Copyright -- Contents -- Preface -- 1. Introduction -- The Un-wealthy Genius -- The Sidestep -- The Twist -- Google's Sidestep and Twist -- What's Next? -- 2. Getting Customers In -- S-Curves and the Psychology of Demand -- Price/Performance and the Economics of Breakthroughs -- The Breakthrough - Sidestep - Breakthrough Cycle -- Two Kinds of Sidestep -- Conclusion -- 3. Keeping Competitors Out -- Twists are Platforms -- Consumption that Improves the Proposition -- Consumption that Improves the Product -- How Microsoft Won the Software War -- Summary -- 4. The Single Twist -- Viral Effects Twist -- Herd Behaviours Twist -- Emergent Wisdom Twist -- In Summary -- 5. The Double Twist -- Products that Improve with Consumption -- Ecosystems that Improve with Consumption -- Localities that Improve with Consumption -- And in Closing -- 6. Building a Sidestep and Twist -- When to Sidestep? -- Building a Twist -- Single Twist Design -- Double Twist Design -- Next Up -- 7. Strategic Recommendations -- A Corporate Sidestep and Twist -- No. 1: Creativity is not Enough to be Successful -- No. 2: Pay Attention to Price/Performance -- No. 3: Your Plan Cannot Be: "Build It and They Will Come" -- No. 4: Everything Can be Twisted -- No. 5: Watch the Laggards -- No. 6: The Race to Recruit -- No. 7: Twists are Never Early Enough -- The Keys to Sidestep and Twist -- Thank You and Goodbye -- Afterword -- About the Author.