Why strategic innovators need a different approach to execution -- Why organizations, like elephants, never forget -- Case: Corning Microarray Technologies -- Taming the elephant -- Why tensions rise when newco borrows from coreco -- Case: New York Times Digital -- Turning tension into a productive force -- Why learning from experience is an unnatural act -- How being bold, competitive, or demanding can inhibit learning -- Case: Hasbro Interactive -- How being reasonable, inspiring, or diligent can inhibit learning -- Case: Capston-White -- Finding gold with theory-focused planning -- The ten rules explained -- Case: Analog Devices.