Bill Bishop is the founder and CEO of The BIG Idea Company, an innovation and communications company based in Toronto. During the past 30 years, 5,000-plus companies have participated in The BIG Idea Adventure(tm), a step-by-step coaching program that helps companies develop, package, and communicate BIG Ideas. These BIG Ideas include one-of-a-kind products and services, disruptive business models, new packaging concepts, and unconventional marketing promotions. Bill is also the author of eight books including How To Sell A Lobster, The Problem With Penguins, Beyond Basketballs, and Global Marketing For The Digital Age. He was also the author of Strategic Marketing For The Digital Age, the first book published about Internet marketing. He previous book was The New Economy Thinker: The Complete Guide For Success In The New Economy.