"What if launching and leading an xceptional business was simpler than you've ever imagined? Not easier. Not less time consuming. Not less gut wrenching. But, simpler. Guess what: It is. What if I told you many successful entrepreneurs didn't start with a compelling vision or indeed a workable business plan? Guess what: That's true. What if it was possible to dominate a market without any previous background in it? Well: It is. Xceptional execution is about taking a relatively simple idea from brainstorm to breakout hit."