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<p>Introduction 1<br />The beauty in constraint, and why it matters</p> <p>1. Victim, Neutralizer, & Transformer 16<br />Our starting relationship with constraints</p> <p>2. Break Path Dependence 34<br />The behaviors and practices that stop us seeing opportunity in constraint</p> <p>3. Ask Propelling Questions 56<br />How to frame the constraint to force breakthrough</p> <p>4. Can-If 78<br />How to find solutions to constraint-driven problems</p> <p>5. Creating Abundance 102<br />How to see and access resources we don’t have</p> <p>6. Activating Emotions 124<br />How to fuel tenacity on the journey</p> <p>7. The Fertile Zero 146<br />Learning from people who succeeded with next to nothing</p> <p>8. Constraint-Driven Cultures 172<br />How big companies have learned to love constraints</p> <p>9. Scarcity and Abundance 194<br />Why this capability is so important to all of us today</p> <p>10. Making Constraints Beautiful 208<br />How to use the ABC approach</p> <p>11. Leadership & The Future of Constraints 224<br />The opportunity for progress</p> <p>Notes and Sources 235</p> <p>Bibliography and Further Reading 249</p> <p>Image Credits 251</p> <p>Appendix 253</p> <p>Thanks and Acknowledgments 263</p> <p>Index 267</p>

<i>"a wealth of knowledge, insight and evidence to learn from"</i> (The Marketing Society, April 2015)<br /><br /> <p><i>“Morgan and Barden have produced a thought-provoking book for leaders and entrepreneurs looking to inject fresh thinking into their perspectives on business”. </i>(The Irish Times, May 2015)<br /><br /><i>“..there are tons of inspiring and interesting case studies….it will inspire, guide and challenge you to find your way around – if not over – that hurdle you currently face.”</i> (Marketing, June 2015)<br /><br /></p> <p><i>“..in the assured hands of Morgan and Barden, it’s a gentle but insistent boot up the backside for anyone who wants to improve their business – or personal – performance”</i> (PR Week, July 2015)</p>

<p><b>ADAM MORGAN</b> is the author of <i>Eating The Big Fish: How Challenger Brands Can Compete Against Brand Leaders</i>, the international bestseller that introduced the concept of challenger brands to the world of marketing. His ideas have been widely cited as a key influence by a new generation of successful entrepreneurs and business leaders around the world. He is founder of eatbigfish, a renowned marketing consultancy that works with clients to develop their own breakthrough strategies, from Helsinki to Hanoi. <p><b>MARK BARDEN</b> runs the west coast business for eatbigfish in the US. Over his career he's won the Platinum Award for direct response marketing, taken a dot com public, warmed up a crowd for Ellen De Generes, and played a Buddhist monk in a Kleenex commercial. His advice on how to create breakthrough thinking with outsize results is much sought after. He is a popular speaker, world class facilitator and occasional coach.

<p><i>"AN AMAZING BOOK"</i><br/>Dan Wieden <p><b>HOW DO YOU TURN YOUR LIMITATIONS INTO OPPORTUNITIES?</b> <p>Drawing inspiration from cases in fields as diverse as education, automobile engineering, supply-chain management, agriculture and breakthrough marketing campaigns,<i> A Beautiful Constraint</i> provides simple and practical tools to help almost anyone use constraints as a source of inspiration rather than asphyxiation. With clearly signalled chapter summaries allowing the time-constrained reader to grasp the whole book in 21 minutes, this is an easily digestible guidebook for all of us who need to make more from less. <p>"<i>A Beautiful Constraint</i> is a worldview changer." <p>Seth Godin, Author, <i>What To Do When It's Your Turn</i> <p>"<i>A Beautiful Constraint</i> is a book you can arm-wrestle with. Come at it with a traditional mindset and it will come right back at you with forceful arguments that will stimulate your thinking. The book offers us all a beguilingly simple way of looking at new approaches to grow and prosper in a new world order where the overriding preoccupation of business is scarcity of resource in all its forms. Read it and be inspired." <p>Keith Weed, Chief Marketing & Communications Officer, Unilever <p>"I'm a huge believer in the power of constraint. Less is often better. This book beautifully explores the question of how to approach constraints, both as individuals and as organizations and provides pragmatic frameworks for how to implement in every day life. In the end, this is not a business book, it is essential reading for personal happiness and entrepreneurship." <p>Fabian Pfortmüller, Co-Founder, Holstee <p>"Through its compelling real world examples and observations, <i>A Beautiful Constraint</i> has encouraged me to challenge time-worn assumptions, and enlightened me to the concept of asking tough <i>propelling questions</i> to both our creative teams and our sales and marketing organization. As an added bonus, ABC has been assembled in an easy-to-digest format perfect for short attention span readers like me." <p>Scott Rohde, SVP Product Development, Sony PlayStation Worldwide Studios America <p>"An amazing book. A well-written, lucid survey of how businesses succeed by figuring out how to use their limitations. A business book that doesn't read like one. I think these guys nailed it." <p>Dan Wieden, Co-Founder & Chairman, Wieden + Kennedy <p>"Adam and Mark have not only thought deeply about how to turn lemons into lemonade, they've also thought about how to make the wealth of ideas in their book easy to digest and use." <p>Nancy Duarte, CEO, Duarte, Inc. <p>"I started Samuel Adams in 1984 on a shoestring, but I never felt constrained. I felt focused and clear about every decision. We bootstrapped and innovated to compensate for lack of financial resources, and that creative culture serves us well even now, 30 years later. <i>A Beautiful Constraint</i> is a great addition to the entrepreneur's bookshelf. The antithesis of the ill-fated 'burn rate' calculations used by VCs during the dot com boom, the lessons in <i>A Beautiful Constraint</i> give the reader the tools to stay true to the company's core values and the confidence to let constraints be a powerful ally." <p>Jim Koch, Chairman & Founder, The Boston Beer Company

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