CHAPTER 4
Elaborate
Multiplying Ideas by Adding New Ones
ROGUE CHEESE IN THE OZARKS and making baseball cards cool again—these were the issues that kept Ralph up at night. Fresh out of graduate school with a robotics PhD that had top universities begging him to come teach at their school, but always unorthodox, Ralph had chosen the world of pizza delivery and sports memorabilia over the prestige of ivory towers.
He’d gotten offers to come work for a pizza giant that had recently come out of Chapter 11 and a national baseball team whose manager had just fallen ill. Intrigued by the prospect of innovating for these organizations in dire straits, ...
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