Break the Rules!

Acknowledgments xiii

Preface: Why This Book xvii

1 It’s Time to Break the Rules: Challenge Assumptions, Overcome Obstacles, Mitigate Risk 1

2 When You’re Tempted to Say No, Instead Say “Yes, We Can!”: Then Figure Out How 13

3 It’s the Customer’s Problem That Matters, Not Your Solution: Problem- First, Not Product- First, Logic 41

4 Why “Moving the Needle” Does...