ACKNOWLEDGEMENTS xiii

INTRODUCTION 1

CHAPTER 1: ALEXANDER AT GAUGAMELA 17

CHAPTER 2: NELSON AT TRAFALGAR 39

CHAPTER 3: YAMAMOTO AT PEARL HARBOR 57

CHAPTER 4: FROM DESERT STORM TO IRAQI FREEDOM 81

CHAPTER 5: CREATIVE EXECUTION MARCHES EAST 111

CHAPTER 6: TOYOTA’S ROAD TO SUPREMACY 127

CHAPTER 7: THE FOUR SEASONS PUTS ON THE RITZ 149

CHAPTER 8: GOOGLE OGLES MICROSOFT 173

CHAPTER 9: CREATIVE EXECUTION IN ACTION 197

CHAPTER 10: BECOMING A CREATIVE EXECUTION LEADER 217

ENDNOTES 231

INDEX 243

ABOUT THE AUTHOR 253