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2 Table of Contents: “... Revolution Looks Like from the Inside -- Chapter 2: Fireflies, Snowy Tree Crickets, and the New Science...”

3 Table of Contents: “... problems -- Dealing with excuses -- It's just not cricket -- A fucking monumental stuff-up -- Your feet...”

4 Table of Contents: “..." -- Ask for Permission -- Don't Fear the Crickets -- Talk Funny -- Find the Funny in Failure, Frustration...”

5 Table of Contents: “... for pioneeringbrands -- The Enigma of the Three C's-Culture, Cricket and Consumers -- The beginnings -- Consumer...”