The Tylenol case isn't the model for every crisis -- Know the difference between a nuisance, a problem, a crisis, and a marketplace assault -- Blame and resentment -- Offense wins, defense loses -- Cloak every argument in a principle -- Preach to the choir -- Damage control means more than having to say you're sorry -- A crisis well managed is a tale of redemption -- When you can't make them like you, make them stop attacking you -- Dissuasion -- Do the media's job for them -- When the judge and jury need to know -- Write your own case history -- Know when to fold them -- The best case studies are the ones you'll never hear about -- In crisis, personality trumps planning -- Know whose side your team is on -- The crisis in your future.