The phrase "go to the edges" actually comes from his book Free Prize Inside. The idea is that the products/companies with the best stories win, and the way to find the best stories is to go to the edges-- make your product very small or very big, very cheap or very expensive, very complicated or very simple, etc. He gives 30 or so categories, and there are a bunch of examples of how this works.<p>His next book is actually called Linchpin, it comes out in a week or so. IMHO it's his best since All Marketers Are Liars.