The causes of chaotic pressures -- Past strategies were good, but-- -- Conventional wisdom-not -- Early performance assessment as a start -- The role of the counterchaos marketer -- Developing a learning organization -- The art and science of improvisation -- Products and services in generating consumer value -- The drive to innovate -- Using one's strengths -- Because we have been doing it this way traditionally -- It is not what they do-it is what we should be doing -- What are those markets anyway? -- Reaching the markets -- Postscript.