Lunch Talk: Innovation for Dummies.

John Kilcullen, the creator of the popular For Dummies brand, tells how this "head dummy" from the Bronx (who had never published a book before) defied conventional wisdom to create an iconic brand of bestsellers.

tags: lunchtalk, innovation, business, quote

quote: Scarcity not abundance drives innovation. (33:52). 
quote: Trademark everything. (48:50)