1. How does this author see imagination capital? Where does it come from? What should companies do to build and retain it?

2. Ridderstråle recommends competing on emotions rather than logic.

    A. What does he mean by this?
    B. Relate this to Ogilvy. Did he do any of what is recommended? Be specific.

3. Ridderstråle says that there are "riches in niches."

    A. What does he mean?
    B. What does an organization need to compete effectively in niches?
    C. Did Ogilvy compete on niches?