Recognized by his peers as one of the leading management thinkers of his time, Richard Normann offers a new approach to strategy: an original way to think about organizations and create a different future. He shows that if organizations are prepared to rethink the way they do business, they can occupy the competitive high ground of the future.

Foreword by Henry Mintzberg. Ingresso. Acknowledgements. Introduction: We Have to Change in Order to be the Same. THE MAP AND THE LANDSCAPE. Evolution of Strategic Paradigms. Reconfiguring the Value Space. Some Consequences of Dematerialization. SHAPERS OF THE LANDSCAPE. Chained to the Value Chain? Prime Movers as Reconfigurers. Prime Movership as Ecogenesis. TOOLS FOR LANDSCAPING. Co-production: Towards Increased Density. The Offering as a Tool to Organize Co-production. Three Trends in Offering Development. THE MAP-LANDSCAPE INTERACTION. Fitting into the Environment. Change and Creation. REFRAMING: TOOLS FOR MAP MAKING. On Cranes and Sky-hooks. The Process Criteria of the Crane. The Mental Space for Reframing. The Crane at Work in the Design Space. CAPABILITIES FOR PURPOSEFUL EMERGENCE. From Great Ideas to Great Companies. Capabilities for Achieving the Critical Outcomes. LEADERSHIP FOR NAVIGATION. Bringing External and Internal Dynamics in Line. What Leaders Need to Do. Appendix 1: A Note on Territorial Actors. Appendix 2: On the Use of Cases. Notes. References. Index.

'If you are looking for a quick-fix solution, this is not the book for you. If you are looking for a light read, to rest your mind for a while, this is not the book for you. But if you are willing to think rigorously and seriously about how to help your organization imagine and realize its future, and if you are willing to be challenged so as to broaden your personal perspective and intellectual bandwidth then this is a book you cannot miss.' - Sumantra Ghoshal, Professor of Strategic and International Management, LBS 'A highly original scholar and consultant has written a book full of new ideas on the requirements for future organizations as they aspire to excellence. Normann writes with clarity and provides concrete illustrations about such important topics as leadership, strategy, measuring performance, and generating innovation.' - Chris Argyris, Harvard Business School, Monitor Company Group, L.P. 'Richard Normann has the astonishing ability to make you think quite differently about problems and issues that you thought you'd been entirely familiar with for years. His insights are exciting and eye-opening. A must for people who think about business.' - Wally Olins, Co-founder of Wolff Olins 'I personally know may leading figures both in the academic world and in the business community, but it would be hard for me to think of someone more capable than Richard Normann of dealing with an issue of vital importance in such a clear, profound, broad, interesting and illuminating approach.' - Alfredo Ambrosetti, Chairman, Ambrosetti Group 'Over the years Richard Normann has made major and fundamental contributions to the Strategy literature, based on years of experience over a broad spectrum of organizational situations. His unique insights have enabled him to become a keen observer of the business environment, pointing to weak signals that over the years have proved to be the early manifestations of major trend breaks. In this book he brings these strands together into a personal synthesis of his vast experience and insight. This book overviews the lifework of one of the foremost strategic thinkers of our time. Ignore at your peril.' - Kees van der Heijden, Professor of Strategic Management, Strathclyde University, Co-founder of GBN

“… [an] insightful and illuminating book where complex theoretical issues and questions are integrated...” (International Journal of Service Industry Management, May 2004) "...fine book..full of wisdom and experience, a beautifully written work., the business person who reads this book will not only be better at business but at life as well." (GNB Global Business Network, July 2001) "...[Normann] is provocative, original and bold. This is a book to be stimulated by (Technovation) "…well worth reading…" (Long Range Planning)