Chapter One


HERE IS A SEQUENCE of events that is familiar to us from our research and may be familiar to you as well: a CEO announces that the strategic imperative for next year is breakthrough growth. Incremental growth from incremental initiatives is no longer enough. To continue to thrive, the company must do new things. It must break all the rules. It must redefine the industry.

The CEO brings in motivational speakers and experts on innovation to inspire the troops, create the right conversations, and get the creative juices flowing. The company establishes a committee to review preliminary ideas for new growth opportunities. Dozens are submitted, and a handful are selected ...

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