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The
idea is the most effective, valued and coveted asset
a company could own. The idea turns marginal into good,
converts good into great, and elevates great into legendary.
The idea can throw a product on its back and carry it
to the mountaintop. The idea is the simplest yet the
grandest. In its smallest measure, the idea can change
both the course of history and the course of a single
direction. It's that substantial. It is inspiration,
it is attention, it is competition, it is creation and
it is completion.
But finding the idea is extremely difficult. Finding
the idea takes effort. It takes experience. But most
of all, it takes passion. The passion to look for the
idea in traditional as well as creative, alternative
ways. The passion to not just find an idea, but craft
it. THE idea. The one from the mountaintop, remember?
It takes a unique group of people to shape THAT idea.
In fact, we believe it takes a whole yard of them.
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