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  <id>231697</id>
  <name><![CDATA[Watts Wacker]]></name>
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  <id type="integer">497588</id>
  <isbn>0887309119</isbn>
  <isbn13>9780887309113</isbn13>
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  <title>
    <![CDATA[The 500 Year Delta: What Happens After What Comes Next]]>
  </title>
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  <average_rating>4.25</average_rating>
  <ratings_count>4</ratings_count>
  <description>
    <![CDATA[As the Age of Reason nears its 500-year anniversary, the authors of <em>The  500-Year Delta</em> argue that our world is on the precipice of massive change. The  authors, businessmen Jim Taylor and Watts Wacker, believe this transformation will  manifest itself as a shift from reason-based to chaos-based logic; the collapse of  producer-controlled consumer markets; and a splintering of social, political, and  economic organization. In pithy phrases and thought-provoking chapters, they outline  strategies to help companies and individuals succeed in the increasingly unpredictable  future they describe. Taylor and Wacker are skilled at incorporating historical facts to  support their ideas of how corporate societies and world communities will evolve. The  book is designed to help business owners and private citizens understand every element  of their complex world so that they can excel in a future the authors term the &quot;Age  of Possibility.&quot;]]>
  </description>
<authors>
    <author>
    <id>5158</id>
        <name><![CDATA[Jim Taylor]]></name>
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    <link><![CDATA[http://www.goodreads.com/author/show/5158.Jim_Taylor]]></link>
    <average_rating>3.73</average_rating>
    <ratings_count>51</ratings_count>
    <text_reviews_count>13</text_reviews_count>
  </author>
    <author>
    <id>231697</id>
        <name><![CDATA[Watts Wacker]]></name>
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    <link><![CDATA[http://www.goodreads.com/author/show/231697.Watts_Wacker]]></link>
    <average_rating>3.36</average_rating>
    <ratings_count>14</ratings_count>
    <text_reviews_count>3</text_reviews_count>
  </author>
  </authors>  <published>1997</published>
</book>

        <book>
  <id type="integer">497589</id>
  <isbn>0132277425</isbn>
  <isbn13>9780132277426</isbn13>
  <text_reviews_count type="integer">2</text_reviews_count>
  <title>
    <![CDATA[What's Your Story?: Storytelling to Move Markets, Audiences, People, and Brands]]>
  </title>
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  <link>http://www.goodreads.com/book/show/497589.What_s_Your_Story_Storytelling_to_Move_Markets_Audiences_People_and_Brands</link>
  <average_rating>2.75</average_rating>
  <ratings_count>4</ratings_count>
  <description>
    <![CDATA[&quot;As usual these two future-finders have their fi ngers on the pulse of what's happening--and what we need to know about. In every business, in every organization, the seven most important words these days are: 'But wait! A story goes with it!' You need to read this book to fi nd out why.&quot;  --Alan Webber, Co-founder, Fast Company magazine &quot;A great story sparks our imagination, challenges us to think, and resonates with our collective conscience. Ryan Mathews and Watts Wacker's story about telling stories does exactly this. It is an essential guidebook for capturing and conveying the essence of corporate identities and enriching brands.&quot;  --Paul A. Laudicina, Managing Officer and Chairman of the Board, A.T. Kearney Storytelling is the universal human activity.Every society, at every stage of history, has told stories--and listened to them intently, passionately. Stories are how people tell each other who they are, where they came from, how they're unique, what they believe. Stories capture their memories of the past and their hopes for the future. Stories are one more thing, too: They are your most powerful, most underutilized tool for competitive advantage.Whether you know it or not, your business is already telling stories.  What's Your Story? will help you take control of those stories and make them work for you. Legendary business thinkers Ryan Mathews and Watts Wacker reveal how to craft an unforgettable story!create the back story that makes it believable!make sure your story cuts through today's relentless bombardment of consumer messages!and gets heard, remembered, and acted on.*  THE TEN FUNCTIONS OF STORYTELLING Discovering what stories can do for your business *THE ABOLITION OF CONTEXT Telling stories when the past no longer defines the future*THE FIVE MOST IMPORTANT STORY THEMES Leveraging themes your audiences will understand and believe*APPLIED STORYTELLING 101 Storytelling for your industry, your company, your brand, and you*MASTERING YOUR STORYTELLER'S TOOLBOX Making your stories more compelling, more believable, and downright unforgettable Use Storytelling to Gain Powerful Competitive Advantage in Today's Increasingly Skeptical Marketplace *Leverage the incredible power of storytelling in marketing, sales, investor relations, recruitment, change management, and more*Indispensable techniques for every CxO, entrepreneur, and marketing, sales, and communications executive*The latest breakthrough book from best-selling futurists Ryan Mathews and Watts Wacker]]>
  </description>
<authors>
    <author>
    <id>231698</id>
        <name><![CDATA[Ryan Mathews]]></name>
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    <link><![CDATA[http://www.goodreads.com/author/show/231698.Ryan_Mathews]]></link>
    <average_rating>3.59</average_rating>
    <ratings_count>22</ratings_count>
    <text_reviews_count>4</text_reviews_count>
  </author>
    <author>
    <id>231697</id>
        <name><![CDATA[Watts Wacker]]></name>
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    <link><![CDATA[http://www.goodreads.com/author/show/231697.Watts_Wacker]]></link>
    <average_rating>3.36</average_rating>
    <ratings_count>14</ratings_count>
    <text_reviews_count>3</text_reviews_count>
  </author>
  </authors>  <published>2007</published>
</book>

        <book>
  <id type="integer">1531502</id>
  <isbn>0887308384</isbn>
  <isbn13>9780887308383</isbn13>
  <text_reviews_count type="integer">1</text_reviews_count>
  <title>
    <![CDATA[The 500-Year Delta: What Happens After What Comes Next]]>
  </title>
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  <small_image_url>http://photo.goodreads.com/books/1184804963s/1531502.jpg</small_image_url>
  <link>http://www.goodreads.com/book/show/1531502.The_500_Year_Delta_What_Happens_After_What_Comes_Next</link>
  <average_rating>3.00</average_rating>
  <ratings_count>3</ratings_count>
  <description>
    <![CDATA[As the Age of Reason nears its 500-year anniversary, the authors of <em>The  500-Year Delta</em> argue that our world is on the precipice of massive change. The  authors, businessmen Jim Taylor and Watts Wacker, believe this transformation will  manifest itself as a shift from reason-based to chaos-based logic; the collapse of  producer-controlled consumer markets; and a splintering of social, political, and  economic organization. In pithy phrases and thought-provoking chapters, they outline  strategies to help companies and individuals succeed in the increasingly unpredictable  future they describe. Taylor and Wacker are skilled at incorporating historical facts to  support their ideas of how corporate societies and world communities will evolve. The  book is designed to help business owners and private citizens understand every element  of their complex world so that they can excel in a future the authors term the &quot;Age  of Possibility.&quot;]]>
  </description>
<authors>
    <author>
    <id>257713</id>
        <name><![CDATA[James Taylor]]></name>
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    <link><![CDATA[http://www.goodreads.com/author/show/257713.James_Taylor]]></link>
    <average_rating>3.88</average_rating>
    <ratings_count>32</ratings_count>
    <text_reviews_count>6</text_reviews_count>
  </author>
    <author>
    <id>62013</id>
        <name><![CDATA[Howard Means]]></name>
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    <link><![CDATA[http://www.goodreads.com/author/show/62013.Howard_Means]]></link>
    <average_rating>3.04</average_rating>
    <ratings_count>23</ratings_count>
    <text_reviews_count>6</text_reviews_count>
  </author>
    <author>
    <id>231697</id>
        <name><![CDATA[Watts Wacker]]></name>
    <image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-200x266.jpg]]></image_url>
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    <link><![CDATA[http://www.goodreads.com/author/show/231697.Watts_Wacker]]></link>
    <average_rating>3.36</average_rating>
    <ratings_count>14</ratings_count>
    <text_reviews_count>3</text_reviews_count>
  </author>
  </authors>  <published>1997</published>
</book>

        <book>
  <id type="integer">497587</id>
  <isbn>0066619882</isbn>
  <isbn13>9780066619880</isbn13>
  <text_reviews_count type="integer">0</text_reviews_count>
  <title>
    <![CDATA[Visionary's Handbook: Nine Paradoxes That Will Shape the Future of Your Business]]>
  </title>
  <image_url>http://photo.goodreads.com/books/1175256286m/497587.jpg</image_url>
  <small_image_url>http://photo.goodreads.com/books/1175256286s/497587.jpg</small_image_url>
  <link>http://www.goodreads.com/book/show/497587.Visionary_s_Handbook_Nine_Paradoxes_That_Will_Shape_the_Future_of_Your_Business</link>
  <average_rating>3.50</average_rating>
  <ratings_count>2</ratings_count>
  <description>
    <![CDATA[At a time when business bestsellers such as <em>Six Sigma</em> are touting scientific management, <em>The Visionary's Handbook</em> desires to be different. Authors Watts Wacker, Jim Taylor, and Howard Means forgo the nuts-and-bolts approach for a philosophical look at management, examining nine broad trends, or &quot;paradoxes,&quot; they say are shaping business today.<p>  At the heart of these paradoxes lies change--change that is occurring at an increasing rate. The more certain we are of the future, say the authors, the more likely we are to be wrong. To support their argument, they cite both online and real-world examples, including Xerox, eBay, Kodak, and Cisco. Their observations, if not groundbreaking, are certainly accurate. For instance, the Paradox of Size--the bigger your company, the smaller it needs to appear--has been explored at length in <em>Customers.com</em>. Similarly, the need for continual innovation--even to the detriment of your core business--is a paradox that merits attention and one that readers of <em>The Innovator's Dilemma</em> will recognize.<p>  <em>The Visionary's Handbook</em> is about more than just paradoxes, though. Interspersed throughout its pages are exercises challenging readers to pencil in the future they want to see, to visualize and outline their success. Some may find these exercises a valuable and practical addition to the text. Broadly conceived and thought-provoking, <em>The Visionary's Handbook</em> will be an eye opener for many readers. <em>--Demian McLean</em></p></p>]]>
  </description>
<authors>
    <author>
    <id>231697</id>
        <name><![CDATA[Watts Wacker]]></name>
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    <small_image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-50x66.jpg]]></small_image_url>
    <link><![CDATA[http://www.goodreads.com/author/show/231697.Watts_Wacker]]></link>
    <average_rating>3.36</average_rating>
    <ratings_count>14</ratings_count>
    <text_reviews_count>3</text_reviews_count>
  </author>
    <author>
    <id>5158</id>
        <name><![CDATA[Jim Taylor]]></name>
    <image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-200x266.jpg]]></image_url>
    <small_image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-50x66.jpg]]></small_image_url>
    <link><![CDATA[http://www.goodreads.com/author/show/5158.Jim_Taylor]]></link>
    <average_rating>3.73</average_rating>
    <ratings_count>51</ratings_count>
    <text_reviews_count>13</text_reviews_count>
  </author>
  </authors>  <published>2001</published>
</book>

        <book>
  <id type="integer">1491116</id>
  <isbn>0066619874</isbn>
  <isbn13>9780066619873</isbn13>
  <text_reviews_count type="integer">0</text_reviews_count>
  <title>
    <![CDATA[The Visionary's Handbook: Nine Paradoxes That will Shape the Future of Your Business]]>
  </title>
  <image_url>http://photo.goodreads.com/books/1184189366m/1491116.jpg</image_url>
  <small_image_url>http://photo.goodreads.com/books/1184189366s/1491116.jpg</small_image_url>
  <link>http://www.goodreads.com/book/show/1491116.The_Visionary_s_Handbook_Nine_Paradoxes_That_will_Shape_the_Future_of_Your_Business</link>
  <average_rating>3.00</average_rating>
  <ratings_count>1</ratings_count>
  <description>
    <![CDATA[At a time when business bestsellers such as <em>Six Sigma</em> are touting scientific management, <em>The Visionary's Handbook</em> desires to be different. Authors Watts Wacker, Jim Taylor, and Howard Means forgo the nuts-and-bolts approach for a philosophical look at management, examining nine broad trends, or &quot;paradoxes,&quot; they say are shaping business today.<p>  At the heart of these paradoxes lies change--change that is occurring at an increasing rate. The more certain we are of the future, say the authors, the more likely we are to be wrong. To support their argument, they cite both online and real-world examples, including Xerox, eBay, Kodak, and Cisco. Their observations, if not groundbreaking, are certainly accurate. For instance, the Paradox of Size--the bigger your company, the smaller it needs to appear--has been explored at length in <em>Customers.com</em>. Similarly, the need for continual innovation--even to the detriment of your core business--is a paradox that merits attention and one that readers of <em>The Innovator's Dilemma</em> will recognize.<p>  <em>The Visionary's Handbook</em> is about more than just paradoxes, though. Interspersed throughout its pages are exercises challenging readers to pencil in the future they want to see, to visualize and outline their success. Some may find these exercises a valuable and practical addition to the text. Broadly conceived and thought-provoking, <em>The Visionary's Handbook</em> will be an eye opener for many readers. <em>--Demian McLean</em></p></p>]]>
  </description>
<authors>
    <author>
    <id>231697</id>
        <name><![CDATA[Watts Wacker]]></name>
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    <link><![CDATA[http://www.goodreads.com/author/show/231697.Watts_Wacker]]></link>
    <average_rating>3.36</average_rating>
    <ratings_count>14</ratings_count>
    <text_reviews_count>3</text_reviews_count>
  </author>
    <author>
    <id>5158</id>
        <name><![CDATA[Jim Taylor]]></name>
    <image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-200x266.jpg]]></image_url>
    <small_image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-50x66.jpg]]></small_image_url>
    <link><![CDATA[http://www.goodreads.com/author/show/5158.Jim_Taylor]]></link>
    <average_rating>3.73</average_rating>
    <ratings_count>51</ratings_count>
    <text_reviews_count>13</text_reviews_count>
  </author>
  </authors>  <published>2000</published>
</book>

        <book>
  <id type="integer">497590</id>
  <isbn>3203801469</isbn>
  <isbn13>9783203801469</isbn13>
  <text_reviews_count type="integer">0</text_reviews_count>
  <title>
    <![CDATA[Bunte Hunde. Mit abseitigen Ideen zum Erfolg.]]>
  </title>
  <image_url>http://photo.goodreads.com/books/1175256288m/497590.jpg</image_url>
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  <link>http://www.goodreads.com/book/show/497590.Bunte_Hunde_Mit_abseitigen_Ideen_zum_Erfolg_</link>
  <average_rating>0.0</average_rating>
  <ratings_count>0</ratings_count>
  <description>
    <![CDATA[Zwei amerikanische Zukunftsforscher haben ein wegweisendes Buch vorgelegt. Ihre These: Die Abweichler und Spinner sind in Zukunft die Motoren erfolgreicher Unternehmen. Sie machen sich den schnellen Wandel und die Auflösung alter Kontexte zunutze. Die ungezähmten Ideen an der Peripherie sind der Rohstoff, aus dem künftig glänzende Markterfolge erwachsen. Sie bestimmen, wie der Mainstream aussieht. Egal, wie abwegig sie sind. Absolute Pflichtlektüre für alle, die Neue Ökonomie jenseits von Aktienkursen und Finanzquartalsberichten denken. <p> Ryan Mathews und Watts Wacker gehen in ihrem Buch <em>Bunte Hunde</em> ausführlich folgenden Fragen nach: Wie rücken nämlich randständige oder abwegige Ideen vom äußersten Rand oder vom Niemandsland in die gesellschaftliche Mitte? Warum wird ein kleines, unbedeutendes Unternehmen fast magnetartig in den Mainstream gezogen? Passiert es sprunghaft, ungeplant oder steckt dahinter eine unverrückbare Zwangsläufigkeit? Gibt es gar eine Gesetzmäßigkeit? <p> Ja, antworten die beiden. &quot;Der Innovationsprozess ist zyklisch. Sobald eine Innovation allgemeine Akzeptanz gefunden hat, beginnt eine neuere, frischere Idee ihren unaufhaltsamen Zug in Richtung Mainstream.&quot; Dahinter steckt eine neuartige Fortschrittslogik. Von der Peripherie her machen sich verwegene Gesellen auf, um den Palast der Alten zu erobern. Das passierte früher in überschaubaren Etappen. Der Alte nahm den Jungen unter seine Fittiche, peppelte ihn auf, bevor er ihn ans Ruder ließ. Hochdienen, anpassen. Erfolg hatte, wer auf der Leiter nach oben nicht von den Erwartungen abwich und so wurde wie die Altvorderen. <p> Mit den neuen Informationstechnologien hat sich jedoch der Weg verkürzt. Je schneller die Gesellen nämlich heute sind, desto schneller verringert sich die Entfernung zum Ziel. Bei höchster Geschwindigkeit ist die Entfernung am geringsten, sodass niemand mehr erkennt, was Rand und Mitte ist, wer also Eroberer oder Eroberter ist. Die Beteiligten verlieren den Überblick. Es kommt zur Kontextauflösung. Die soziale Realität verschwimmt. Die Zuordnung fehlt. In der modernen Popmusik sind solche Vorgänge fast schon an der Tagesordnung. Das Abseitige ist gleichermaßen Mainstream und soziale Abweichung. Es wirbelt gleichzeitig am Rand und in der Mitte. <em>--Peter Felixberger</em></p></p></p>]]>
  </description>
<authors>
    <author>
    <id>231698</id>
        <name><![CDATA[Ryan Mathews]]></name>
    <image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-200x266.jpg]]></image_url>
    <small_image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-50x66.jpg]]></small_image_url>
    <link><![CDATA[http://www.goodreads.com/author/show/231698.Ryan_Mathews]]></link>
    <average_rating>3.59</average_rating>
    <ratings_count>22</ratings_count>
    <text_reviews_count>4</text_reviews_count>
  </author>
    <author>
    <id>231697</id>
        <name><![CDATA[Watts Wacker]]></name>
    <image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-200x266.jpg]]></image_url>
    <small_image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-50x66.jpg]]></small_image_url>
    <link><![CDATA[http://www.goodreads.com/author/show/231697.Watts_Wacker]]></link>
    <average_rating>3.36</average_rating>
    <ratings_count>14</ratings_count>
    <text_reviews_count>3</text_reviews_count>
  </author>
  </authors>  <published>2003</published>
</book>

        <book>
  <id type="integer">497593</id>
  <isbn>3478386403</isbn>
  <isbn13>9783478386401</isbn13>
  <text_reviews_count type="integer">0</text_reviews_count>
  <title>
    <![CDATA[Kursbuch für Visionäre.]]>
  </title>
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  <small_image_url>http://photo.goodreads.com/books/1175256290s/497593.jpg</small_image_url>
  <link>http://www.goodreads.com/book/show/497593.Kursbuch_f_r_Vision_re_</link>
  <average_rating>0.0</average_rating>
  <ratings_count>0</ratings_count>
  <description>
    <![CDATA[]]>
  </description>
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    <author>
    <id>231697</id>
        <name><![CDATA[Watts Wacker]]></name>
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    <link><![CDATA[http://www.goodreads.com/author/show/231697.Watts_Wacker]]></link>
    <average_rating>3.36</average_rating>
    <ratings_count>14</ratings_count>
    <text_reviews_count>3</text_reviews_count>
  </author>
    <author>
    <id>5158</id>
        <name><![CDATA[Jim Taylor]]></name>
    <image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-200x266.jpg]]></image_url>
    <small_image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-50x66.jpg]]></small_image_url>
    <link><![CDATA[http://www.goodreads.com/author/show/5158.Jim_Taylor]]></link>
    <average_rating>3.73</average_rating>
    <ratings_count>51</ratings_count>
    <text_reviews_count>13</text_reviews_count>
  </author>
    <author>
    <id>62013</id>
        <name><![CDATA[Howard Means]]></name>
    <image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-200x266.jpg]]></image_url>
    <small_image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-50x66.jpg]]></small_image_url>
    <link><![CDATA[http://www.goodreads.com/author/show/62013.Howard_Means]]></link>
    <average_rating>3.04</average_rating>
    <ratings_count>23</ratings_count>
    <text_reviews_count>6</text_reviews_count>
  </author>
  </authors>  <published>2001</published>
</book>

        <book>
  <id type="integer">497592</id>
  <isbn>1841120979</isbn>
  <isbn13>9781841120973</isbn13>
  <text_reviews_count type="integer">0</text_reviews_count>
  <title>
    <![CDATA[What Happens After What Comes Next]]>
  </title>
  <image_url>http://photo.goodreads.com/books/1175256289m/497592.jpg</image_url>
  <small_image_url>http://photo.goodreads.com/books/1175256289s/497592.jpg</small_image_url>
  <link>http://www.goodreads.com/book/show/497592.What_Happens_After_What_Comes_Next</link>
  <average_rating>0.0</average_rating>
  <ratings_count>0</ratings_count>
  <description>
    <![CDATA[What Happens After What Comes Next (first published as The 500 Year Delta), an extraordinary book that has become a worldwide best seller, provides tested strategies to help companies and individuals reset their course to accommodate the increasing chaos of everyday life. Jim Taylor and Watts Wacker make some startling predictions about a world caught in this swirling intersection of change.]]>
  </description>
<authors>
    <author>
    <id>231697</id>
        <name><![CDATA[Watts Wacker]]></name>
    <image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-200x266.jpg]]></image_url>
    <small_image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-50x66.jpg]]></small_image_url>
    <link><![CDATA[http://www.goodreads.com/author/show/231697.Watts_Wacker]]></link>
    <average_rating>3.36</average_rating>
    <ratings_count>14</ratings_count>
    <text_reviews_count>3</text_reviews_count>
  </author>
    <author>
    <id>5158</id>
        <name><![CDATA[Jim Taylor]]></name>
    <image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-200x266.jpg]]></image_url>
    <small_image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-50x66.jpg]]></small_image_url>
    <link><![CDATA[http://www.goodreads.com/author/show/5158.Jim_Taylor]]></link>
    <average_rating>3.73</average_rating>
    <ratings_count>51</ratings_count>
    <text_reviews_count>13</text_reviews_count>
  </author>
  </authors>  <published>2000</published>
</book>

        <book>
  <id type="integer">497591</id>
  <isbn>1841120146</isbn>
  <isbn13>9781841120140</isbn13>
  <text_reviews_count type="integer">0</text_reviews_count>
  <title>
    <![CDATA[A Freethinker's A-Z of the New World Business]]>
  </title>
  <image_url>http://photo.goodreads.com/books/1175256289m/497591.jpg</image_url>
  <small_image_url>http://photo.goodreads.com/books/1175256289s/497591.jpg</small_image_url>
  <link>http://www.goodreads.com/book/show/497591.A_Freethinker_s_A_Z_of_the_New_World_Business</link>
  <average_rating>0.0</average_rating>
  <ratings_count>0</ratings_count>
  <description>
    <![CDATA[A Freethinker's A-Z of the New World of Business&#133; Including&#133; Absolut Adobe Barbie balanced scorecard Bloomberg Byrne Cap Gemini co-opetition corporate universities data warehousing Demos Drudge dumbing down Dyson Eisner Fast Company Frit? Gateway 2000 Global Business Network Grove Kleiner LG marketspace Meyer Milken New Pig power SantaFeInstitute Saturn smart cards Starbucks storytelling Wal-Mart xybernaut Zander&#133;]]>
  </description>
<authors>
    <author>
    <id>68993</id>
        <name><![CDATA[Stuart Crainer]]></name>
    <image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-200x266.jpg]]></image_url>
    <small_image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-50x66.jpg]]></small_image_url>
    <link><![CDATA[http://www.goodreads.com/author/show/68993.Stuart_Crainer]]></link>
    <average_rating>3.67</average_rating>
    <ratings_count>15</ratings_count>
    <text_reviews_count>3</text_reviews_count>
  </author>
    <author>
    <id>53110</id>
        <name><![CDATA[Bruce Tulgan]]></name>
    <image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-200x266.jpg]]></image_url>
    <small_image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-50x66.jpg]]></small_image_url>
    <link><![CDATA[http://www.goodreads.com/author/show/53110.Bruce_Tulgan]]></link>
    <average_rating>3.16</average_rating>
    <ratings_count>45</ratings_count>
    <text_reviews_count>14</text_reviews_count>
  </author>
    <author>
    <id>231697</id>
        <name><![CDATA[Watts Wacker]]></name>
    <image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-200x266.jpg]]></image_url>
    <small_image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-50x66.jpg]]></small_image_url>
    <link><![CDATA[http://www.goodreads.com/author/show/231697.Watts_Wacker]]></link>
    <average_rating>3.36</average_rating>
    <ratings_count>14</ratings_count>
    <text_reviews_count>3</text_reviews_count>
  </author>
  </authors>  <published>2001</published>
</book>

        <book>
  <id type="integer">1374696</id>
  <isbn>0712661026</isbn>
  <isbn13>9780712661027</isbn13>
  <text_reviews_count type="integer">0</text_reviews_count>
  <title>
    <![CDATA[The Deviant's Advantage: How Fringe Ideas Create Mass Markets]]>
  </title>
  <image_url>http://photo.goodreads.com/books/1183074422m/1374696.jpg</image_url>
  <small_image_url>http://photo.goodreads.com/books/1183074422s/1374696.jpg</small_image_url>
  <link>http://www.goodreads.com/book/show/1374696.The_Deviant_s_Advantage_How_Fringe_Ideas_Create_Mass_Markets</link>
  <average_rating>0.0</average_rating>
  <ratings_count>0</ratings_count>
  <description>
    <![CDATA[Don&#8217;t consider yourself deviant? Well, that just may be a career breaker. Odds are the idea or product that will transform your business or industry tomorrow is out there right now, hiding in the shadows of the Fringe, raw, messy, untamed, and just waiting to be exploited. Trapping, taming, and marketing it is the key to burying your competition and staying ahead of your market.<br/><br/>Deviance is nothing more than a marked separation from the norm and is the source of innovation, the kind of breakthrough thinking that creates new markets and tumbles traditional ones. Positive deviation is an inexhaustible font of new ideas, products, and services. It&#8217;s the source of all creative thinking and dynamic new market development and ultimately the basis of all incremental profit. <br/><br/><strong>The Deviant&#8217;s Advantage</strong> describes how deviance proceeds along a traceable trajectory from the Fringe, where it originates but has zero commercial potential; to the Edge, where word of mouth creates a limited audience; to the Realm of the Cool, where the buzz and market momentum really start to build; to the Next Big Thing, where demand is honed and intensifies; finally landing at Social Convention, the heart of the mass market. <br/><br/>Ryan Mathews and Watts Wacker, two of America&#8217;s most respected futurists, trace the &#8220;Path of the Devox&#8221; (the voice, spirit, or incarnation of deviant ideas, products, and individuals), using it as a way to explain how and why:<br/>* Christian fundamentalism morphed from college Bible studies to Republican party king-making<br/>* Reebok cares more about what&#8217;s on the feet of kids in Detroit and Philadelphia than what the so-hip-it-hurts set is wearing in New York or on Rodeo Drive<br/>* Napster exploded from an idea germinating inside a sixteen-year-old to a movement with 60 million subscribers that very nearly destroyed the music industry<br/>* Hugh Hefner went from America&#8217;s most public pornographer to a cultural icon with decidedly Puritan sensibilities<br/><br/>Mathews and Wacker also look at what happens to formerly deviant products and ideas after they are replaced by  the next wave from the Fringe&#8212;how they morph into Cliché (where their commercial potential may actually increase), become Icons or even Archetypes, or fade into Oblivion, and how you can profitably manage even a fading concept.<br/><br/>Looking for the next big idea for your business? Then it&#8217;s past time to quit staring at the Social Convention for inspiration and start scouring the Fringes of society. Tomorrow&#8217;s breakthrough concept is lurking out there right now, in the mind of a deviant individual. Your choice is simple: find it and exploit it, or be buried by those who do.]]>
  </description>
<authors>
    <author>
    <id>231698</id>
        <name><![CDATA[Ryan Mathews]]></name>
    <image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-200x266.jpg]]></image_url>
    <small_image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-50x66.jpg]]></small_image_url>
    <link><![CDATA[http://www.goodreads.com/author/show/231698.Ryan_Mathews]]></link>
    <average_rating>3.59</average_rating>
    <ratings_count>22</ratings_count>
    <text_reviews_count>4</text_reviews_count>
  </author>
    <author>
    <id>231697</id>
        <name><![CDATA[Watts Wacker]]></name>
    <image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-200x266.jpg]]></image_url>
    <small_image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-50x66.jpg]]></small_image_url>
    <link><![CDATA[http://www.goodreads.com/author/show/231697.Watts_Wacker]]></link>
    <average_rating>3.36</average_rating>
    <ratings_count>14</ratings_count>
    <text_reviews_count>3</text_reviews_count>
  </author>
  </authors>  <published>2003</published>
</book>

        <book>
  <id type="integer">7066153</id>
  <isbn>1400047293</isbn>
  <isbn13>9781400047291</isbn13>
  <text_reviews_count type="integer">0</text_reviews_count>
  <title>
    <![CDATA[Deviant's Advantage]]>
  </title>
  <image_url>http://www.goodreads.com/images/nocover-111x148.jpg</image_url>
  <small_image_url>http://www.goodreads.com/images/nocover-60x80.jpg</small_image_url>
  <link>http://www.goodreads.com/book/show/7066153-deviant-s-advantage</link>
  <average_rating>0.0</average_rating>
  <ratings_count>0</ratings_count>
  <description>
    <![CDATA[]]>
  </description>
<authors>
    <author>
    <id>231698</id>
        <name><![CDATA[Ryan Mathews]]></name>
    <image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-200x266.jpg]]></image_url>
    <small_image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-50x66.jpg]]></small_image_url>
    <link><![CDATA[http://www.goodreads.com/author/show/231698.Ryan_Mathews]]></link>
    <average_rating>3.59</average_rating>
    <ratings_count>22</ratings_count>
    <text_reviews_count>4</text_reviews_count>
  </author>
    <author>
    <id>231697</id>
        <name><![CDATA[Watts Wacker]]></name>
    <image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-200x266.jpg]]></image_url>
    <small_image_url><![CDATA[http://www.goodreads.com/images/nophoto/nophoto-U-50x66.jpg]]></small_image_url>
    <link><![CDATA[http://www.goodreads.com/author/show/231697.Watts_Wacker]]></link>
    <average_rating>3.36</average_rating>
    <ratings_count>14</ratings_count>
    <text_reviews_count>3</text_reviews_count>
  </author>
  </authors>  <published>2002</published>
</book>

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