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Introduction 1 The beauty in constraint, and why it matters 1. Victim, Neutralizer, & Transformer 16 Our starting relationship with constraints 2. Break Path Dependence 34 The behaviors and practices that stop us seeing opportunity in constraint 3. Ask Propelling Questions 56 How to frame the constraint to force breakthrough 4. Can-If 78 How to find solutions to constraint-driven problems 5. Creating Abundance 102 How to see and access resources we don?t have 6. Activating Emotions 124 How to fuel tenacity on the journey 7. The Fertile Zero 146 Learning from people who succeeded with next to nothing 8. Constraint-Driven Cultures 172 How big companies have learned to love constraints 9. Scarcity and Abundance 194 Why this capability is so important to all of us today 10. Making Constraints Beautiful 208 How to use the ABC approach 11. Leadership & The Future of Constraints 224 The opportunity for progress Notes and Sources 235 Bibliography and Further Reading 249 Image Credits 251 Appendix 253 Thanks and Acknowledgments 263 Index 267
ADAM MORGAN is the author of Eating The Big Fish: HowChallenger Brands Can Compete Against Brand Leaders, theinternational bestseller that introduced the concept of challengerbrands to the world of marketing. His ideas have been widely citedas a key influence by a new generation of successful entrepreneursand business leaders around the world. He is founder of eatbigfish,a renowned marketing consultancy that works with clients to developtheir own breakthrough strategies, from Helsinki to Hanoi. MARK BARDEN runs the west coast business for eatbigfishin the US. Over his career he's won the Platinum Award for directresponse marketing, taken a dot com public, warmed up a crowd forEllen De Generes, and played a Buddhist monk in a Kleenexcommercial. His advice on how to create breakthrough thinking withoutsize results is much sought after. He is a popular speaker,world class facilitator and occasional coach.
"a wealth of knowledge, insight and evidence to learn from" (The Marketing Society, April 2015) "Morgan and Barden have produced a thought-provoking book for leaders and entrepreneurs looking to inject fresh thinking into their perspectives on business". (The Irish Times, May 2015) "..there are tons of inspiring and interesting case studies....it will inspire, guide and challenge you to find your way around - if not over - that hurdle you currently face." (Marketing, June 2015) "..in the assured hands of Morgan and Barden, it's a gentle but insistent boot up the backside for anyone who wants to improve their business - or personal - performance" (PR Week, July 2015)