"It doesn't matter what industry you are in, someone, somewhere right now is building a product, process or business model designed to kick your butt. If it's you, then you define the rules by which others must play the game. If it's NOT you, then you had better get comfortable playing by someone else's rules. Someone is going to start a revolution that will change your world. How? By producing change that matters—change that disrupts the competition and amazes your customers. Why can't it be you? ... In a world where everyone and everything around you is getting better, where technology waits for no one, and where smarter, more sophisticated customers who are "wired and dangerous" demand more, people are constantly in search of the next big thing. Want to find what's next? Make these 10 rules part of your cultural DNA."