Summary of The Secret Truth About Executing Great Ideas

99U, more...

Watch the video

The Secret Truth About Executing Great Ideas summary
What do you do after you have a great idea? First, be ready to fail.


7 Overall

8 Applicability

6 Innovation

7 Style


Frans Johansson explains that most tales of success begin with chapters full of failure, disappointment and frustration. It’s those who experiment, persevere and adjust who ultimately win the day. Johansson’s delivery is a bit scattered and confusing, but he’s enthusiastic and raises salient points. He cites examples of great ideas brought to completion, including the “burqini” (a burqa-type swimsuit), Muhammad Yunus’s Grameen Bank and the ice hotel tourist attraction in Jukkasjärvi, Sweden. If you think you have a breakthrough idea that will leave your mark on the world, getAbstract recommends that you watch this presentation and then think of some more.

In this summary, you will learn

  • Why the best ideas are those that make common sense,
  • Why failure usually precedes success and
  • How to bring great ideas to fruition.


Designing a bikini isn’t particularly innovative. But creating a burqa that Muslim women can wear comfortably in the water proved a runaway hit. Aheda Zanetti invented the “burqini,” a successful innovation, by combining two different entities...
Get the key points from this video in less than 10 minutes. Learn more about our products or log in

About the Speaker

Entrepreneur Frans Johansson is the author of the best-selling book The Medici Effect.

Comment on this summary

More on this topic

Customers who read this summary also read

More by category