Cover page -- Title page -- Copyright Page -- Dedication -- Contents -- Introduction -- Acknowledgments -- Overview: What's a Big Idea? -- Step 1: Put an End to Business as Usual -- 1 How Ya Doin'? -- 2 Why Rules Are Traps -- 3 The New Rules -- Step 2: Get Business Buy-In -- 4 Build the Sale -- 5 Make It Stick -- Step 3: Organize the Team and Process -- 6 True Believers, Consensus Builders, and Odd Ducks -- 7 Fire Up the Engines -- 8 Parameters and Process -- Step 4: Land on the Big Idea -- 9 What Are You Selling? -- 10 What Are You Looking For? -- 11 The Competitive Landscape -- 12 Coming Up with the Big Idea -- 13 Give Every Idea a Chance to Live -- 14 Sifting and Winnowing -- Step 5: Build Momentum for the Idea -- 15 Determine the Dimensions of the Idea -- 16 Research -- 17 Due Diligence -- 18 Budgets -- 19 Management Buy-In -- Step 6: Develop the Plan -- 20 What Should the Plan Look Like? -- 21 Sell the Plan -- 22 Who Ya Gonna Call? -- Step 7: The Launch -- 23 Let's Do Launch -- 24 Implement a Readable Test -- 25 Read, Roll, or Kill -- 26 Celebrate! -- 27 The End-And the Beginning -- Index -- About the Authors.