CHAPTER 1 Unorthodox Innovation:A New Way of Thinking 9
What Is Unorthodox Innovation? 9
Case 1 Laziness Drives Innovation 11
Case 2 Ma Survived the River of Internet 14
Case 3 205 Mercedes-Benz Smart Sold within Three Hours 21
CHAPTER 2 Dreams behind the Unorthodox Innovation 25
Case 1 Days of Burning Passion 29
Case 2 Money Is Not a Problem for Ma 35
Case 3 A Roadblock Called Money 46
Case 4 Ma's Dream Nurtured by His Entrepreneurial Value 55
CHAPTER 3 Unorthodox Innovation Is Insight 63
Ma Tells You the Secret of Making Money 63
Case 1 Stay Away from Bluffing 65
Case 2 The Greater Taobao Strategy 70
Case 3 To Block and to Make Public 73
CHAPTER 4 Innovation and Subversion 81
Case 1 Ma and Movie-Making 82
Case 2 The Unique Tao 83
Case 3 Making Inroads in the US Market 90
CHAPTER 5 Efficient Execution-Key To Subversion 95
How Did Execution Capacity Become Scarce? 95
Case 1 Acting Quickly 97
Case 2 Ma's Reputation and His Execution 101
Case 3 If the Mountain Didn't Come to Me,I Would Go to It 108
Case 4 Loyalty Pays Off 113
CHAPTER 6 Unorthodox Innovation Calls for A Sense of Crisis 119
Case 1 The Crisis Has Come.Go Spending Your Money!!Go Shopping!!! 120
Case 2 The Crisis Never Stays Away 124
Case 3 For My Country 127
CHAPTER 7 The Hardest ofUnorthodox Innovation-Self-Denial 133
One's Worst Enemy Is Oneself 133
Case 1 The Great Withdrawal 134
Case 2 Pressure for Real 145