If you think about it, the whole idea is a recipe for disaster.

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Pursuing on an opportunity whose value is rooted only in the sexiness of the idea is a recipe for wasted time that no startup can afford.

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Flash back to 1985, when Coca-Cola decided it would be a good idea to change the recipe it had used for around 100 years.

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Senate leaders fear that path is a recipe for a slow death for the idea of comprehensive change, allowing for interest groups to cherry-pick the changes of most value to them while leaving other pieces behind.

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While he knows that the recipe for brand success includes having a simple idea and executing it with discipline and laser focus, he and his team also know that another rule for brand success is to look hard, very hard, at what the competition is doing before establishing a differentiating idea on which to stake a claim.

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One of the Boston prep cooks told me about an idea he once had that ended up in a recipe.

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