Breakthrough!

INDEX

acceptance, level of, 56–57

action timetable, 170–171

Adams, Scott, 48

Adventures in the Screen Trade (William Goldman), 138

advertising, 65–66

Amazon.com, 48–49, 86–87, 91

Animus Rex, 5

Apple, Inc./Apple Computer, 4, 21–22, 33–36, 127, 142

applications (apps), 127

Arm & Hammer Baking Soda, 2, 23

Arpanet, 5

the ask, 54–55

aspirational mindset, 15

AT&T, 35

Aunt Jemima, 129

Bacal, Joe, 76

Backer & Spielvogel, 18–29

barriers to competition, 109–110

behavior, changing, 104–105

benchmarketing, 31, 32, 34

benchmarking, 31, 94–95, 112, 189

Bernbach, Bill, 71

Berry, Norman, on strategy, 77

Best Buy, 143

Bezos, Jeff, 86–87, 89

BHAGs (Big Hairy Audacious Goals), 133–134

big businesses, obstacles in, 15

Big Hairy Audacious Goals (BHAGs), 133–134