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THE SIZE AND NATURE OF THE BIG FISH. More Blood from a Small Stone. The Consumer Isn't. What Is a Challenger Brand? THE EIGHT CREDOS OF SUCCESSFUL CHALLENGER BRANDS. The First Credo: Break with Your Immediate Past. The Second Credo: Build a Lighthouse Identity. The Third Credo: Assume Thought Leadership of the Category. The Fourth Credo: Create Symbols of Reevaluation. The Fifth Credo: Sacrifice. The Sixth Credo: Overcommit. The Seventh Credo: Use Advertising and Publicity as a High-Leverage Asset. The Eighth Credo (Part 1): Become Idea-Centered, Not Consumer-Centered. The Eighth Credo (Part 2): Flying Unstable. The Relationship between the Eight Credos. USING THE CHALLENGER STRATEGIC PROGRAM. Challenger as a State of Mind: Staying Number One Means Thinking Like a Number Two. Writing the Challenger Program: The Two-Day Off-Site. Apple, Risk, and the Circle of Rope. Postscript. References and Sources. Acknowledgments. Photo Credits. Index.