Introduction
Chapter 1: The great tree of life
Chapter 2: Predicting the future
Chapter 3: Divide and conquer
Chapter 4: Gradual change vs. divergence
Chapter 5: Curse of the clock radio
Chapter 6: Swiss Army knife thinking
Chapter 7: Bad ideas never die
Chapter 8: The great tree of high-tech brands
Chapter 9: The great tree of low-tech brands
Chapter 10: Mystery of the missing links
Chapter 11: Survival of the firstest
Chapter 12: Survival of the secondest
Chapter 13: The power of pruning
Chapter 14: Creating a category
Chapter 15: Establishing an enemy
Chapter 16: Launching the brand
Chapter 17: Wrapping things up
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