Different Thinking presents practical tools and strategies companies can use to help drastically increase the value of the business. The authors show readers how they can question their company's strategies, create new markets, give their products a radical makeover, and invent innovative new price and profit models to give them a competitive advantage over their rivals. To illustrate the theory, there are international examples from a broad spectrum of industries, from Apple and Virgin to Daimler-Chrysler, McDonald's, and Washington Mutual Bank, which show how taking such innovative approaches has worked in practice.