Flip provides a foundation and guidelines for developing and employing that flexible mind-set. It stimulates a way of thinking- an approach to business and life - that will remain relevant regardless of the changes that will occur at an increasingly rapid pace in coming years. It does not replace one rigid set of rules with another that will soon be outmoded. Toflip is to turn conventional wisdom on its head, whether it be the wisdom of 1989, 2009 or 2029.

This book will, I hope, be a tonic for many readers. Daily I meet people who are struggling to keep their heads above water, crippled by their desire to always be "right" and to have an answer about what will happen in the future. But you can't know this, nor do you need to. You just need to notice what is and isn't working, and then be willing to flip.

Flip 1. n. a counter-intuitive but ultimately accurate view of the world that leads to standout business.

Flip 2. V. to act against the prevailing wisdom, turning traditional business paradigms upside down.

By Learning to 'flip' you can future-proof your organisation and your career white those who run with the pack and stick to the business-school curriculum willfind themselves perilously left behind.

We need a brand new way of doing business in thecurrent challenging economic climate, where conventional, wisdom fairs. The only rule: there are no rules.

PREFACE

INTRODUCTION: GETTING FLIPPED!

1 THE FOUR FORCES OF CHANGE

2 ACTION CREATES CLARITY

3 FAST, GOOD, CHEAP: PICK THREE - THEN ADD SOMETHING EXTRA

4 ABSOLUTELY, POSITIVELY SWEAT THE SMALL STUFF

5 BUSINESS IS PERSONAL

6 MASS-MARKET SUCCESS: FIND IT ON THE FRINGE

7 TO GET CONTROL, GIVE IT UP

CONCLUSION: GETMOVING!

ACKNOWLEDGEMENTS

NOTES

INDEX