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Part I: Intention and Theory
1. The Jarring Reality
2. A Business at Risk
3. Making an Offer
4. A Promise and a Guarantee
5. Taking a Stance
6. Optimism, Hope, and Goodwill

Part II: Application-Translating Intention into Conversations
7. Introducing Relevance, Timeliness, and Fit
8. Discovering the Possibilities
9. Further Opportunities for Discovery
10. Deliberating Relevance, Timeliness, and Fit
11. The Core Technologies of Service
12. The Path of Commitment