ACKNOWLEDGMENTS.

PREFACE.

INTRODUCTION.

1. About The Title.

Case History: Total Cereal.

2. The Power Of An Idea.

Case History: Sharp Watches.

3. Who Do You Think You Are, Anyway?

Case History: Porte Advertising.

4. Where Are You Going?

Case History: Ralston Purina's Hero Dog Food.

5. Work Very Hard. Once.

Case History: Oxydol Detergent.

6. Where Do You Find A Good Idea?

Case History: Prevent Blindness NY.

Case History: Kangol Caps.

7. Being Clear Is A Good Idea.

Case History Dallas BBQ.

8. Taking An Idea From Nice To Good.

Case History: Legion Paper.

9. Don't Talk So Much.

Case History: Paradigm Vision Video Conferencing.

10. Relevant Shock.

Case History: Frigidaire Washing Machines.

Case History: The American Arbitration Association.

11. Lost Your Voice?

Case History: The Stage Deli.

12. Use The Whole Carcass.

Case History: ClearVision Optical.

13. Trust Your Tummy—But Don't Fall In Love.

Case History: Vaseline Petroleum Jelly.

Case History: Anacin.

14. What's In A Name?

Case History: Rapid Park Garages.

15. Pecked To Death By Ducks.

Case History: Drambuie Liqueur.

16. Little Things Can Mean A Lot.

A (Little) Case History: Host Apparel.

17. When Is A Good Idea Not A Good Idea?

Case History: Your Phufkel.

18. Don't Be Shy.

19. Four Words That Will Guarantee Your Financial Success.

20. How Did You Do?

21. How Did I Do?

INDEX.