Introduction: The Maverick Promise
Part 1. Rethinking Competition
Chapter 1. Not Just a Company, a Cause: Strategy as Advocacy
Chapter 2. Competition and Its Consequences: Disruptors, Diplomats, and a New Way to Talk About Business
Chapter 3. Maverick Messages (I): Sizing Up Your Strategy
Part 2. Reinventing Innovation
Chapter 4. Ideas Unlimited: Why Nobody Is as Smart as Everybody
Chapter 5. Innovation, Inc.: Open Source Gets Down to Business
Chapter 6. Maverick Messages (II): Open-Minding Your Business
Part 3. Reconnecting with Customers
Chapter 7. From Selling Value to Sharing Values: Overcoming the Age of Overload
Chapter 8. Small Gestures, Big Signals: Outstanding Strategies to Stand Out from the Crowd
Chapter 9. Maverick Messages (III): Building Your Bond with Customers
Chapter 10. The Company You Keep: Business as if People Mattered
Chapter 11. People and Performance: Stars, Systems, and Workplaces That Work
Chapter 12. Maverick Messages (IV): Practicing Your People Skills
Appendix. Maverick Material
