What is the ISBN of the book? (You can find it on the first page after the cover.)

In Chapter 11, subsection 'Leverage planning', there is a heading called 'Brainstorming rules'. What is the first rule?

In Chapter 9, subsection 'The three rules of leverage', heading 'Brand needs are not the most important', there is a numbered list. What is the third entry on that list?

What is the last word of Chapter 8?

What is the last word of Chapter 2?