The Big Idea : Why every Company Needs one

Today's marketplace is a war of ideas. Unless you stand for something you won't stand out. Nowadays anyone can copy your product, or even your business model. What they can't copy is your worldview, your attitude, your special way of doing things. So the war in the marketplace will be a war of ideas. The Big Idea maps this new territory and shows how big ideas make great companies. Unlike business models or the catchphrases of management gurus, a big idea is emotional. And unlike corporate ideologies, vision or brand, it is shared between customers and employees alike.

Cover Page; Cover Page; Title Page; Title Page; Copyright Page; Copyright Page; Contents; Contents; Foreword; Foreword; Prologue: Hello, in Twelve Languages; Prologue: Hello, in Twelve Languages; 1 What's Next?; 1 What's Next?; 2 Values For Money; 2 Values For Money; 3 The End of Inside; 3 The End of Inside; 4 Towards a Big Idea; 4 Towards a Big Idea; 5 The Soul of the Organization; 5 The Soul of the Organization; 6 Starting the Journey; 6 Starting the Journey; 7 Crossing the Shadows; 7 Crossing the Shadows; 8 The Seven Ages of a Big Idea; 8 The Seven Ages of a Big Idea; 9 All the Difference. 9 All the Difference10 New Business; 10 New Business; Catalogue: The Good Idea Guide; Catalogue: The Good Idea Guide; Notes; Notes; Further Reading; Further Reading; Index; Index.