Acknowledgments.
I Am, Therefore I Innovate.
Introduction.
Chapter 1: Recession.
Panic of 1797 (1797 - 1800).
Depression of 1807 (1807 - 1814).
Panic of 1819 (1819 - 1824).
Panic of 1837 (1837 - 1843).
Panic of 1857 (1857 - 1858).
The Long Depression (1873 - 1879).
Panic of 1893 (1893 - 1896).
Panic of 1907 (1907 - 1908).
Post-World War I Recession (1918 - 1922).
Recession of 1926 (1926 - 1927).
The Great Depression (1929 - 1939).
Post-World War II Recession (1945).
Late 1940s Recession (1948 - 1949).
Post-Korean War Recession (1953 - 1954).
Recession of 1957 (1957 - 1958).
Recession of 1960 (1960 - 1961).
Recession of 1969 (1969 - 1970).
Oil Crisis of 1973 (1973 - 1975).
Recession of 1980 (1980 - 1982).
Recession of 1990 (1990).
Recession of 2001 (2001).
Recession of 2008 (2008 - TBD).
Chapter 2: Perseverance: Thomas A. Edison, General Electric Company.
The Lesson: The Power of Curiosity.
The Lesson: The Power of Communication.
The Lesson: Four Tips for a Successful Moonlighter.
Modern Parallel: Randy Copeland, Velocity Micro.
The Lesson: Go to Where the Business Is.
The Lesson: Create Your Own Luck.
The Lesson: The Power of Competition.
The Lesson: The Power of Incorporating.
Chapter 3: Pain: Walt Disney, Laugh-O-Gram Films.
The Lesson: The Power of Patience.
The Lesson: The Power of a Name.
Modern Parallel: Joe Jacobson, E Ink Corporation.
The Lesson: The Power of Branding.
Chapter 4: Intuition: Steve Jobs, Apple Inc.
The Lesson: The Power of Employees Who Believe.
The Lesson: The Power of Negotiation.
Modern Parallel: Dr. James Andrews, Andrews Sports Medicine and Orthopaedic Center.
The Lesson: The Power of Design.
The Lesson: The Power of Face Time.
The Lesson: What Kind of Company Are You?
Chapter 5: Simplicity: Robert W. Johnson, Johnson & Johnson.
The Lesson: The Power of a Copywriter.
The Lesson: The Power of Learning the Ropes.
The Lesson: The Power of Creating a Social Norm.
The Lesson: The Power of Managing Disaster.
Modern Parallels: Simple Problems, Simple Solutions, Simple Products.
Chapter 6: Failure: Milton S. Hershey, The Hershey Company.
The Lesson: The Power of Quitting School.
The Lesson: The Power of Asking for Help.
The Lesson: The Power of Rejection.
The Lesson: The Power of a Single Customer.
The Lesson: The Power of Scalability.
Modern Parallel: Brian Wellinghoff, Barry-Wehmiller.
The Lesson: The Fallacy of "It'll Sell Itself ".
The Lesson: The Power of R&D.
Chapter 7: Faith: Mary Kay Ash, Mary Kay Cosmetics.
The Lesson: Innovation Is About More than Just a Product.
The Lesson: The Power of Sharing Your Passion . . . with Everyone.
Modern Parallel: Adam Smith, Twitter Community Choreography (Dance Theater Workshop).
The Lesson: The Power of Incentives.
The Lesson: The Power of Keeping the Faith during Uphill Battles.
Chapter 8: Insignifi cance: Dr. Lonnie Johnson, Super Soaker (Hasbro).
The Lesson: The Power of Impracticality.
The Lesson: The Power of Organic Design.
Modern Parallel: Patrick Lockley, Six by Six Gallery.
Chapter 9: Paradox: Jack Crawford Taylor, Enterprise Rent-A-Car.
The Lesson: Helping People at the Point of Need.
The Lesson: How to Keep Employees in Tough Times.
The Lesson: The Power of Not Franchising.
Modern Parallel: Robin Sloan, Robin Writes a Book (via Kickstarter).
The Lesson: Dictate Growth Based on Your Employees.
The Lesson: Becoming Recession-Proof.
Chapter 10: Luck: William Procter and James Gamble, Procter & Gamble.
The Lesson: The Power of Location, Location, Location.
The Lesson: The Power of a Logo.
Modern Parallel: Alma M. Lugtu, cover my bum.
The Lesson: The Power of Bark and Bite.
The Lesson: The Power of Employee Loyalty.
The Lesson: The Power of Foresight.
The Lesson: The Power of Divergent Revenue Streams.
The Lesson: The Power of Academic Collaboration.
Chapter 11: Greed: Joe Cassano, AIG.
Chapter 12: Integrity: George Foreman, Salton Company.
Modern Parallel: Tom Phillips, Weekends Only.
Chapter 13: The Innovation Generation.
Untying Knots.
Illustrative Communication.
Connecting the Dots.
Simplifying Complexities.
Chapter 14: The Sandbox Universe.
Integrity.
Inspiration.
Imagination.
Innovation Development.
Industrialization.
The Sandbox Universe at St. Louis University: A Case Study.
Epilogue: The Power of the Bayh-Dole Act.
Notes.
About the Author.
Index.
