In his memoir of an improbable start-up in public health, Ashok Alaxander writes about an organization with the audacious goal of ending needless deaths and sickness at scale, amongst India's poorest mothers and children. It is a great leap emboldened by an unshakable faith in the 'idea that cannot be denied'. It is a tale of adventure filled with twists and turns, told with a disarming honesty.