The Impossible Advantage Winning the Competitive Game by Changing the Rules

The Impossible Advantage introduces readers to four powerful strategies that enable any company to shake and change the rules, turn competitors into followers and achieve improbable growth targets. The book is filled with real life examples to illustrate how single players can change the rules of the game. .

Just about any business strategy tells you how to become a better or even one of the 'best players' in your market – through innovation, quality or price leadership, differentiation or positioning.

The Impossible Advantage takes you straight to an entirely different level of thinking: How to win the competition by Changing the Rules of the Game in your own favour. Make your competitors play your game and follow your rules!

'Impossible for us!' is what 8 out of 10 managers firmly believe. But does it really take a market leader to 'rule' the competition? Or a major technological breakthrough? Or even a massive new product campaign? – No, not necessarily! This book delivers stunning evidence that virtually any player in the marketplace – and you too! – can emerge as a Game Changer and gain an ‘impossible’ advantage over competition. Find out how to disarm seemingly invincible market leaders, how to transform prevailing power relationships, how to mastermind a paradigm shift in your market environment. All you need is something anybody can come up with, namely, a Game Changing Idea!

The Impossible Advantage introduces you to four compelling 'Game Changing Strategies' that work for managers in any industry or business sector, B-to-B or B-to-C, even in the political arena or in major legal cases. These strategies are as relevant to modern lifestyle categories as they are to conservative or traditional ones, no matter how big your market or how small your segment may be. Explore the fascinating case studies and start taking a refreshingly different look at your market, your competitors and your growth opportunities.

"After founding RTL -- the first private TV channel in Germany-- in a garage, it took us eight years to dethrone the two giant public channels, and become market leader. When we started, our perspectives were modes and our budgets were tight. But then we came up with that Game Changing Idea which then turned the market dramatically in our favour. Read this book and find out how to make The Impossible Advantage work for your business, too."
—Helmut Thoma, Founder of RTL, Germany's Number-One TV station

"Changing the rules of the game always works to the advantage of the one who takes the initiative. The Impossible Advantage abundantly proves this and what's more gives some good recipes for success. A must-read for all marketing and advertising people. Particularly in these challenging times."
—Maurice Levy, Chairman & CEO, Publicis Groupe

"Most surprising about the ideas in The Impossible Advantage is that they haven't been widely spread among business and management schools for years."
—John C. Kornblum, Former US Ambassador and Chairman of Lazard Germany