Twenty years ago, Robert Jones wrote a book titled: ‘The Big Idea’. I hated it because it was almost word for word what I’d been working on getting published.

Recently I picked it up again and having got over my jealousy found it to be as relevant today as two decades ago, (even if the case studies have dated).

In particular I was drawn to the chapter titled: The Seven Ages of a Big Idea and felt it might be helpful to summarise them as many of us are wrestling with how our businesses will look in the new normal.

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