Pt. I. Thinking differently -- 1. The method (or why our way of working makes our agency a different kind of company) -- 2. The product (or why advertising has to change in a world of interactive dominance) -- 3. The media (or why advertising is entering an era without barriers) -- 4. The agency (or why the agency of the future will be a place of cultural blending) -- Pt. II. Acting differently -- 5. Culture (or how a company culture can become its key competitive asset) -- 6. Values (or how company values that come at no cost have no worth) -- 7. Skills (or how our company has nurtured special skills) -- 8. Principles (or how a culture can foster principles that go against convention) -- Pt. III. Behaving differently -- 9. The advertising man (or what lee clow can teach others about advertising) -- 10. The brand (or why companies should think of themselves as brands).