How do you develop solutions that rock? Ones that surpass their initial local purpose and grab an industry by its throat, quickly and efficiently turning interested parties into concept evangelists, propagating the core message and values of the idea in ways traditional distribution cant reach, influencing behavior and altering perceptions. Chasing the Monster Idea dispenses the hallmarks of a monstrous idea by providing the authors idea measurement tools in the form of seven primary questions to gauge its potential. These seven questions are supported by real-world examples of ideas that both succeeded in reigning over their audience and ones that failed miserably. Chasing the Monster Idea goes beyond defining exactly what an idea needs to be in order to not be considered dreadful (although it does do that), by containing warnings and anecdotes from some of the worlds most prominent creatives, marketing teams, and business professionals at all levels expounding their own experiences, opinions and behaviors surrounding these thought-inducing principals.