Business people increasingly distinguish themselves by the power and influence of their ideas. But all too often, the true potential of their insight is not brought to bear. This talk or workshop describes how to develop an idea and bring it to life. A writer and leadership development consultant who has worked with dozens of luminaries in books like The Fifth Discipline, The Living Company, and in the magazine strategy+business, he explains the four questions that every thought leader must answer in a distinctive way: What is my purpose in developing this idea? Who am I trying to reach? How do I substantiate my ideas in a credible way? And what's the story I'm trying to tell? The way you answer those questions can make the difference, as Mark Twain put it, between the lightning and the lightning bug.