Lightning in a bottle -- A blockbuster (video) idea -- The problems with how new products are developed today -- The upside-down pyramid-or how ideas are developed in corporate America -- Why nine out of ten new products fail -- How a good idea can go bad: the battle of the bagel -- Top ten reasons ideas fail -- Less is more -- Market segmentation and aggregation -- The creative genius of Ted Turner and Rupert Murdoch -- Idea engineering-seven steps -- Idea engineering-let's start a record label -- Bedrock: it's more than Fred & Wilma's hometown -- What interviews with thousands of consumers taught us -- Don't wait for a miracle.