Exploiting Chaos

Chaos is the uncertainty sparked by uncharted territory,
economic recession, and
bubbles of opportunity.

“Crisis creates opportunity.”
(p. 18)

“The upbeat impact of crisis
is that competitors become
mediocre, and the ambitious
find ways to grow.”
(p. 18)

“The pursuit of opportunity
will require you to think
differently and break the
rules that paralyze change.”
(p.38)

“Making yourself
uncomfortable can lead
to important insights about
new markets.”
(p. 118)

“Be cautious not to
let the failure of others
reinforce inaction.”
(p.57)

“To a big company ...
disruption can be used to
create strategies for survival.
To a small company, it can
influence your plan
of attack.”
(p.65)

“Teams that rehearse their
reaction to the unexpected
will be more likely to
navigate through the
course of uncertainty.”
(p.79)

“A company that openly
discusses imperfection is
more likely to accept the
failure that comes from
acceptable risk.”
(p.95)

“When your world changes
unexpectedly ... customer
obsession can be the fastest
way to gain perspective.”
(p. 116)

“One of the most difficult
barriers to customer
obsession is the belief that you already understand
your customer.”
(p. 122)

“The role of a leader is
not to suggest great ideas,
but rather to create an
atmosphere that fosters
the ideas of others.”
(p. 138)

“Fight as if you are
right, listen as if you
are wrong.”
(p. 143)

www.ExploitingChaos.com

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by Brand Autopsy Marketing Practice