Ch. 1. Success, strategy and understanding -- Ch. 2. The difficulty of gaining insight -- Ch. 3. How well do you understand your business environment? -- Ch. 4. What does market insight look like? -- Ch. 5. What do real managers do to understand the environment? -- Ch. 6. Understanding and assessing the complexity and turbulence of a market -- Ch. 7. What is the best way to understand the business environment? -- Ch. 8. Putting it together - how firms create insight -- Ch. 9. From insight to value.