Twitter started out as a podcasting company but is now the world's fastesttext communications channel. Blogger began as project management softwareand is now one of the most popular publication tools in history. Google began with a search box, and is now the world's largest advertising network, changing its identity almost yearly. Adobe started out shipping printer drivers, and is now producing the standard in professional content creation tools. 

Dom Sagolla has been a part of some of the world's most renowninnovation pipelines. From HP Laboratories to the MIT Media Lab, from Harvard Law, Medical, and Education schools to Adobe Labs, Sagolla noticed some common patterns. When absent these patterns and processes, innovation fails to emerge and ideas are squandered. Sagolla believes that any company, no matter what size, can foster the kind of innovation that drives the most aggressive startup.

Sagolla maintains that innovation lives in small teams operating as independently as possible, listening to customers, providing a unique experience, and actually creating demand where there was none.

Using case studies from Apple and other American companies –both large and small- Sagolla explores the truth behind Brian K. Smith’s famous quotation,"On a good day, we fail in a really interesting way."