Content: Visual StrategyThe First Parameter of Strategy Utility EmotionThe Second Parameter of StrategyThe Third Parameter of StrategyThe Fourth Parameter of StrategyThe Strategy IconConclusionChapter Overviews Chapter 2: Understanding the Current State Chapter 3: Opportunity Identification Chapter 4: Idea Generation Chapter 5: Delivering Profitable Innovation to Targeted Customers Chapter 6: Barriers to Imitation Chapter 7: Applications of Graphical Strategy Tools Chapter 8: Ranking Offerings Chapter 9: The Strategy Transformation Process Chapter 10: Strategy Transformation Example Chapter 11: Alignment and Position Statements Understanding the Current StateThe 2-D Perceptual MapThe 2-D MapThe Utility Knife Industry First Innovation: The Retractable Utility Knife Second Innovation: Quick Blade Change Third Innovation: Folding Utility Knives The Switchback Knife Product Features: Lock-Back-Style Folding Utility Knives Product Features: Folding Retractable Utility Knife with Blade Storage Product Features: Fast-Open Gravity Utility KnifeConclusionOpportunity IdentificationMust-Be RequirementsOne-Dimensional RequirementsAttractive RequirementsTop Portion of Product Fulfillment Map Acquisition Product Use Barriers to Use Product Robustness End of LifeLeft-Side Portion of Product Fulfillment Map Utility: Product Function Category Risk: Category in Which Customers Seek Risk Avoidance Simplicity or Convenience Emotional Well-Being or Social Well-Being Supports the Green Movement FinancialProduct Fulfillment Map ExampleOpportunity ScoresConclusion Idea GenerationInternal Perspective Techniques Surveys Focus Groups One-on-One Interview Intercepts Product User Testing Customer Feedback and Complaints Ethnographic Research Idea Generation The Problem Solution Statement Job MappingInternal Ideation Methods Brain Writing Brain Walking Worst Idea Patent Prompts Picture Prompts White Board TechniqueExternal Perspective Techniques Looking to Alternative Industries Looking to Alternate Strategic Groups Looking at Different Buyer Groups Looking to Complementary Product and Service Offerings Adding or Removing Functional or Emotional Characteristics Identifying New TrendsConclusionDelivering Profitable Innovation to Targeted CustomersUtilityEmotionConclusion Barriers to ImitationBrand PowerFirm's KnowledgeCustomer RelationshipsSupplier RelationshipsHigh-Efficiency OperationsSkill of PeopleProcessesTechnology and MoneyRegulatory PioneeringEconomies of ScaleSwitching Cost of the ConsumerIntellectual Property Patents Types of Patents Patent Claims The Power of Patent Pending (a defensive tool) Trademarks Trade Dress as an IP Tool Copyrights as an IP Tool Trade Secrets as an IP ToolConclusionApplications of Graphical Strategy ToolsSWOT Analysis Strength Weakness Opportunities ThreatsBalanced Scorecard Approach The Learning and Growth Perspective The Business Process Perspective The Customer Perspective The Financial PerspectiveDisruptive Innovation New Market Disruptions Low-End DisruptionsConclusionRanking OfferingsConclusion The Strategy Transformation ProcessStrategy Transformation ExampleConclusionAlignment and Position StatementsConclusionEpilogueBibliographyAppendix 1Appendix 2Appendix 3NotesIndex