The most popular mistakes and their high cost -- General Motors: forgetting what made them successful -- Xerox: predicting a future that never came -- Digital Equipment Corporation: from number two to nowhere -- AT & T: from monopoly to mess -- Levi Strauss: ignoring competition is bad for your business -- Crest Toothpaste: look, ma, no leadership -- Burger King: always under new management -- Firestone: dead brand driving -- Miller Brewing: a "Miller" too far -- Marks & Spencer: a bad case of "top-down" thinking -- Trouble in the wind: brands with unresolved problems -- An army of consultants: but no one to help -- Boards of directors: but no one to help -- Wall Street: nothing but trouble -- Knowing your enemy can keep you out of trouble -- The bigger they are, the harder to manage -- Trouble begins and ends with the CEO.