Aim
To explain that contrary to widely held belief, great achievements can be accomplished by using different strategies.  

Content

• Common Tendencies:  Most companies implement successful strategies developed by others; however this simplistic and copycat approach tends to drag them towards mediocre performance.
• Examples of Adverse Strategies: Examples of companies which have gone against the general trend, and jumped to the forefront of their sectors by following adverse strategies.  The examples provided are from the automotive, aviation, and household goods sectors amongst others.