John Horn is Professor of Practice in Economics at the Olin Business School at Washington University in St. Louis. His microeconomics, macroeconomics, and global economics courses are informed by his nine years of work on competitive strategy, war gaming workshops, and corporate strategy exercises with the Strategy Practice of McKinsey & Company. He has published numerous articles about applying behavioral economics and competitive insight in business strategy.

Series Foreword ix
Preface xi
I Through the Looking Glass 1
Introduction: Companies Do the Darndest Things 3
II Your Irrational Competitor 25
1 How Can You Get Inside Your Competitor's Head? 27
2 Thinking about All Kinds of Competitors 49
3 How Will They React? 63
4 Are They Getting Ready to Pounce on Us? 89
III Pull Back the Curtain 111
5 Lessons from Other Professionals 113
6 How Can I Put These Concepts into Practice? 149
7 Integrate Competitive Insight into the Organization 195
IV Conclusion 219
8 You Can Understand Your Competitor 221
Acknowledgments 227
Notes 231
Index 237