The success of such individuals as Bill Gates, Richard Branson, Anita Roddick is based upon the simple principle of understanding how other organizations operate in the mark et - and then doing something completely different. This boo k shows how any individual can develop successful business s trategies by defining the conventions that exist in a market and then determining strategies for breaking with these conventions. This book is highly recommended for students and professionals who want an exciting, relevant, and innovative approach to management and marketing.