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"For years, marketers have held on to unwavering beliefs that have dictated how they market to their consumers. But the hard truth is that the changes we see in marketing and business are based on one undeniable factor--the size of the generations we are selling to. As each generation ages, what they buy and how much they buy will change. Each product and service has a "best customer" that sustains a business."

"In the next 50 years, new technologies, shifting global economics, and many other factors will present innumerable changes for business and society to navigate. Starting now, leaders need to be more flexible, responsive, and decisive than ever before. Unfortunately, most people are not trained in the type of critical thinking required to anticipate what lies ahead. This groundbreaking book will change that."

"Introduction -- Intent : leadership begins in the mind -- Focus : look away from the everyday -- Skill : if you are incapable of doing it, it can't be done -- Form : putting it all together -- Representation : many ways to say things -- Imagination : absorbed in the land of make-believe -- Authenticity : genuine creations -- Engagement : the curious culture -- Pleasure (as enrichment) : emotional nourishment -- Human significance : why art and leadership persist -- Context : right time, place, and form -- Criticism : take me seriously, please -- Do we really not care about leadership? -- Masters of leadership -- The rise and fall of Mr. R."