I work for one of the largest companies in the world. We have tons of ideas, too many. What we didn't have was a way to prove that people wanted the ideas. My boss challenged me to figure that out and through this book ( and a few others in the series like Lean Customer) I realized we had all the pieces in the company already, we just needed to tie it all together.

As an engineer I also used to take the mindset that only the consumer research folks in the company could talk to customers. Now I try and talk to 3 a week. Ideas are rarely the issue which is the focus of many other books.

I came out of too many brainstorming sessions thinking what a waste of time. I replaced those with the alignment meetings mentioned in this book.