Chapter 1 Apple Brings Back Steve Jobs / Adam Lashinsky Lashinsky, Adam 29 -- Chapter 2 How Free Shipping Saved Zappos / Jennifer Reingold Reingold, Jennifer 39 -- Chapter 3 Why Samsung Lets Its Stars Goof Off / Nicholas Varchaver Varchaver, Nicholas 47 -- Chapter 4 At Johnson & Johnson, the Shareholder Comes Last / Timothy K. Smith Smith, Timothy K. 57 -- Chapter 5 Why Daydreaming Pays Off Big at 3M / Geoff Colvin Colvin, Geoff 65 -- Chapter 6 How Intel Got Consumers to Love Chips / David A. Kaplan Kaplan, David A. 75 -- Chapter 7 Jack's GE Cathedral / David A. Kaplan Kaplan, David A. 85 -- Chapter 8 Bill Gates Decides to Take a Week Off / David A. Kaplan Kaplan, David A. 97 -- Chapter 9 Softsoap's Blocking Decision / Brian O'Keefel O'Keefel, Brian 107 -- Chapter 10 Toyota Pursues Zero Defects / Alex Taylor III Taylor, Alex III 117 -- Chapter 11 Extreme Customer Service at Nordstrom / Geoff Colvin Colvin, Geoff 129 -- Chapter 12 Tata Takes the Sting out of a Painful Situation / Geoff Colvin Colvin, Geoff 139 -- Chapter 13 Boeing Bets big on the 707 / Adam Lashinsky Lashinsky, Adam 149 -- Chapter 14 IBM's Operation Bear Hug / Adam Lashinsky Lashinsky, Adam 157 -- Chapter 15 Wal-Mart Createst the 6 a.m. Meeting / Hank Gilman Gilman, Hank 167 -- Chapter 16 Eli Whitney: Is Your Business in Trouble? Pivot! / Geoff Colvin Colvin, Geoff 175 -- Chapter 17 HP Way / David A. Kaplan Kaplan, David A. 185 -- Chapter 18 Henry Ford Doubles Worker's Wages / Alex Taylor III Taylor, Alex III 195.
