Table of Contents
Foreword Geoffrey A. Moore xi
The One Thing is-It's Never Just One Thing 1
Path 1 Customer Experience 11
Story 1 Sephora: A Beautiful Experience 18
Story 2 Shake Shack: Radical Hospitality 24
Story 3 Starbucks: Losing the Soul of the Past 28
Putting It All Together 34
Path 2 Customer Base Penetration 37
Story 1 Red Bull: A Thai Pharmacist and an Austrian Entrepreneur Walk into a Bar 43
Story 2 McDonald's: Ready, Set, Breakfast 50
Story 3 Sears: Uprooting Retail 56
Putting It All Together 66
Part 3 Market Acceleration 69
Story 1 Under Armour: Sweaty T-Shirts 74
Story 2 The Honest Company: Setter Living Through Chemistry 81
Story 3 Mattel: Toys Will Be Toys 89
Putting It All Together 96
Part 4 Product Expansion 101
Story 1 Kylie Cosmetics: Keeping Up with Kylie Jenner (#KUWKJ) 106
Story 2 John Deere: And the "Beef" Goes On 112
Story 3 Blockbuster: "Be Kind, Please Don't Unwind Our Business" 117
Putting It All Together 123
Path 5 Customer and Product Diversification 127
Story 1 Marvel: Superhero Saves the Day 133
Story 2 PayPal: Banking on the Future 140
Story 3 LEGO: Coming Apart, Brick by Brick 145
Putting It All Together 150
Path 6 Optimize Sales 155
Story 1 Salesforce: Four Men and Two Dogs 162
Story 2 Walmart: The Ultimate Retail Matchup 168
Story 3 Wells Fargo: A Rhyme Is Not a Reason 175
Putting it AM Together 180
Part 7 Churn
Story 1 Spotify: Winning Playlist 185
Story 2 Netflix: Twenty Years Old (and Counting) 199
Story 3 Blue Apron: Too Much on the Plate 205
Putting It All Together 211
Path 8 Partnerships 215
Story 1 GoPro: Adrenaline Junkies 221
Story 2 Airlines: The Friendly Skies 227
Story 3 Apple: Killing Me Swiftly 233
Putting It All Together 237
Path 9 Co-Opetition 241
Story 1 Fiat Chrysler, BMW, and Intel: Joining Forces 246
Story 2 Wintel: Attack of the Clones 251
Story 3 Cisco-VMware-EMC: Better Together? 256
Putting It All Together 261
Path 10 Unconventional Strategies 263
Story 1 TOMS Shoes: Heart and Sole 272
Story 2 Lemonade Insurance: When Life Gives You Lemons 279
Story 3 Grameen Bank in Bangladesh: On Purpose 286
Putting It All Together 291
Knowing When To Jump 294
Amazon Case Study: Staying in Day One 302
Acknowledgments 309
Notes 312
Index 331