Table of Contents:
- The most popular mistakes and their high cost
- General Motors: forgetting what made them successful
- Xerox: predicting a future that never came
- Digital equipment corporation: from number two to nowhere
- AT&T: from monopoly to mess
- Levi Strauss: ignoring competition is bad for your business
- Crest Toothpaste: look, ma, no leadership
- Burger King: always under new management
- Firestone: dead brand driving
- Miller Brewing: a "Miller" too far
- Marks & Spencer: a bad case of "top-down" thinking
- Trouble in the wind: brands with unresolved problems
- An army of consultants: but no one to help
- Boards of directors: but no one to help
- Wall Street: nothing but trouble
- Knowing your enemy can keep you out of trouble
- The bigger they are, the harder to manage
- Trouble begins and ends with the CEO