A Big Idea is anything that can build new audiences, new customers and new sales by mining undiscovered territory. It can be a brand new product or service, a line extension, a related product—in fact, it can be just about anything. The only thing every breakthrough idea has in common is that after it’s come to the marketplace, everyone else turns into Homer Simpson and says, “D’oh!” What they mean is “Dough!” As in, “that’s gonna make those people a ton of money. How come we didn’t think of that?” Because to come up with a breakthrough idea, product or service you’ve got to break out of the box of your existing marketplace thinking. Read Breakthrough! – our new book available now at bookstores and your favorite e-tailer.