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Introduction
During the time period of preparing this manuscript, I was struggling with
a proper name for this book. My first proposed title was Iconic Strategy.
In the beginning, I believed the title was appropriate. But as I began to
receive feedback on the book, I soon realized that Iconic Strategy did not
properly describe the book. This book is more about innovation. I there-
fore struggled with other title ideas, such as Reinnovating the Corporation,
Business Model Reengineering, and finally Reinventing the Corporation.
Again, these titles did not properly describe this book. As I began to pon-
der additional titles, I soon realized that ...