This covers how to create ideas that are actually adopted and implemented—not merely ideas that receive applause in the conference room and end there. Drawing on 19 years at an advertising agency and 7 years as an adjunct professor at SADI, it analyzes from a marketing perspective the decisive differences between “ideas that get approved” and “ideas that get discarded,” and presents the entire process—from generating an idea to persuading others and getting it adopted—as a five-step framework.