ACKNOWLEDGMENTS v
INTRODUCTION: 1

CHAPTER 1: New Thinking for Winning 5
CHAPTER 2: Principles for Winning 15
CHAPTER 3: What It Takes to Win 39
CHAPTER 4: Key To Winning 67
CHAPTER 5: Vision: Seeing the Future of Winning 83
CHAPTER 6: Strategies: Making the Right Choices 101
CHAPTER 7: Confronting the Elusive: Moving from Planning to Acting 117
CHAPTER 8: Bringing Everything Together: From Thinking to Acting to Winning 139
CHAPTER 9: The Winning Never Ends: Anchoring Change 163

EPILOGUE: Turning Over the Hourglass 183
APPENDIX A: Organizational Alignment Survey 189
APPENDIX B: Think to Win Situation Assessment Diagnostic: Situation Assessment Tool for Consumer/Customer Marketing 197
GLOSSARY 211
INDEX 215

About the Author

Paul Butler is the founder and Managing Director of GlobalEdg LLC.
John F. Manfredi founded the strategic consulting and communications group Manloy Associates and co-author of Doing What Matters.
Peter Klein is the founder of the growth-management consultancy PK Associates.

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About the Author