Meyer heads a consulting group in California that helps businesses create and dominate markets with new products. According to Meyer, "new markets are the product of someone's recognizing a potential, finding the right solution, and bringing that solution to market in a way that works." Meyer's prescription for success in new-market ventures includes detailed discussions of the risks and rewards and the necessary skills for operational managers, executives, market analysts, financial supporters, and salespeople. The particular needs and influence of the customer, changes in the economy (successful ventures can be had in any economic condition), the role of information technology, demographics, and changes in domestic and international markets are also critical. Throughout these discussions, he inserts accounts of many well-known companies that engaged in these ventures (including FedEx, AOL, Microsoft, Lucent, Motorola, and Nokia) and analyzes their successes and disappointments. This timely and thought-provoking book is a good choice for corporate, academic, and public library business collections.