In this book the authors "reveal how twenty of Australia's finest contemporary entrepeneurs have managed to crack new markets, with little or no initial financial backing, stealing a march under the very gaze of supremely better-resourced and well-trenched opposition". They "show how, by intuitively applying 'conceptual creativity', these entrepeneurs discover and implement new 'business, product and sevice concepts' which remove them from the competive rat race, and which create a new race in which they can lead." They "demonstrate that, while most business people are constrained by patterns of thinking to conformity with industry norms and practice, highly successful entrepeneurs deliberately challenge such convention, doggedly discovering and pioneering new concepts that previously either had not been considered or were regarded as unpromisiing." - page 16.
