Author's Note, ix
Prologue, xi
PARTI Product Czar
1 Passion for the Product
2 Success Is in the Details
PARTII Talent Rules
3 Teaming: "Pirates! Not the Navy"
4 Tapping Talent
5 Rewards for the Pirates
PARTIII Team Sports
6 The Product-Driven Organization
7 Maintaining Momentum
8 Recovery
9 Holistic Product Development
10 Evangelizing Innovation
PARTIV Becoming Cool:A Different View of Selling
11 The Door Opener: Branding
12 Riding the RetailJuggernaut
13 Achieving the Definition of Cool: "There's an App for
That"
PARTV On Becoming Stevian
14 In His Footsteps
A Letter to Steve
Acknowledgments
Notes
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