THE SIZE AND NATURE OF THE BIG FISH.
More Blood from a Small Stone.
The Consumer Isn't.
What Is a Challenger Brand?
THE EIGHT CREDOS OF SUCCESSFUL CHALLENGER BRANDS.
The First Credo: Break with Your Immediate Past.
The Second Credo: Build a Lighthouse Identity.
The Third Credo: Assume Thought Leadership of the Category.
The Fourth Credo: Create Symbols of Reevaluation.
The Fifth Credo: Sacrifice.
The Sixth Credo: Overcommit.
The Seventh Credo: Use Advertising and Publicity as a High-Leverage Asset.
The Eighth Credo (Part 1): Become Idea-Centered, Not Consumer-Centered.
The Eighth Credo (Part 2): Flying Unstable.
The Relationship between the Eight Credos.
USING THE CHALLENGER STRATEGIC PROGRAM.
Challenger as a State of Mind: Staying Number One Means Thinking Like a Number Two.
Writing the Challenger Program: The Two-Day Off-Site.
Apple, Risk, and the Circle of Rope.
Postscript.
References and Sources.
Acknowledgments.
Photo Credits.
Index.