Imagine a future (and we are talking two years max) where social networks will be more powerful than corporate web sites and internal CRM systems. If you don’t believe me, stump up $499 and read the Forrester report entitled “Future of the SocialWeb”.

What’s a magic notion? You already know. You already know because everything you know – from the ideas and beliefs you cherish to the products and services you use every day… all of these things were originally the product of magic notions.

We believe a magic notion really is magic. It appears, seemingly, from out of nowhere. It transforms the world around it. It turns our preconceptions on their heads. And it opens up new, previously unimagined ways of thinking, being and doing. It is destructive, but also creative. It is subversive, sometimes even threatening, but it is also liberating.

Breaking the rules is a recipe that many of the world’s most famous business entrepreneurs have perfected as they have blazed a trail through industries as varied as retail to mining, celebrity to the internet. Their vast fortunes are testimony to the success they have achieved from tearing up the rule book. We’ve put together a list of 25 business innovators of the past and present whose stories are unique and compelling.

The global economic crisis is the daddy of all game changers. Its impact will have far reaching implications for many years. This is especially true in terms of how we as consumers buy, evaluate and interact with companies and brands at every level.

We think it’s always important to stand on the shoulders of giants which is why we are keen to build on the work of the author and consultant Adam Morgan whose work on B2C challenger brands is highly relevant in B2B markets.

Morgan developed the 8 successful creeds or habits of challenger brands almost a decade ago based on research from over 80 challenger companies. Over the past 6 months we have interviewed nearly 20 B2B companies who have shown challenger brand characteristics and as a consequence have added 2 additional creeds to list. Let’s run through them.

In his second edition of Eating the Big Fish, Adam Morgan injects some fresh thinking into helping us define the alternative types of stance a challenger can take.

I’m guessing some of his inspiration came from the well documented 12 brand archetypes developed by Carl Jung. Archetypes represent our aspirations, not just in a material sense, but in a more mystical or spiritual sense. Archetypes instill meaning into brands and are naturally genuine and authentic.

Adam Morgan’s view of the world adds some interesting relevance, colour and dimension to the mix. Here’s what he thinks and we’ve added some examples of companies we feel match up to these stances. What do you think?

Has it really got this bad! For those of you offended by the odd profanity turn off the volume and just watch the funny little robots.