The book features case studies of companies that took risks -- and how those risks paid off. Examples include Coca-Cola (the "new" Coke) and Gannet Newspapers, to name two.
What I learned from this book is that even in the face of seeming failure, success can be found. Yes, New Coke failed in the market, but in the back rooms of the company, Coca-Cola learned all kinds of things about its customers -- and in doing so, took the company to even greater revenues. Without taking the risk of adding "New Coke" to its line up, the company would have not achieved the success it did months after pulling New Coke off the shelves.
An excellent book -- and one I highly recommend no matter what size your company.