It looks like the Real-Win-Worth It paper [1] is from 2007?  What is the history of this method?  The OPs book [2] was released in 2006, similar timing.<p>[1]: <a href="http:&#x2F;&#x2F;www.ncbi.nlm.nih.gov&#x2F;pubmed&#x2F;18283921" rel="nofollow">http:&#x2F;&#x2F;www.ncbi.nlm.nih.gov&#x2F;pubmed&#x2F;18283921</a><p>[2]: <a href="http:&#x2F;&#x2F;www.amazon.com&#x2F;Innovation-Five-Disciplines-Creating-Customers&#x2F;dp&#x2F;0307336697" rel="nofollow">http:&#x2F;&#x2F;www.amazon.com&#x2F;Innovation-Five-Disciplines-Creating-C...</a>