Bradley Chalkers IS the oldest kid in the fifth grade. He tells enormous lies. He picks fights with girls. No one likes him--except Carla, the new school counselor. She thinks Bradley is sensitive and generous, and knows that Bradley could change, if only he weren't afraid to try. But when you feel like the most-hated kid in the whole school, believing in yourself can be the hardest thing in the world. . . .
Engineers and scientists often need to sell an innovative idea for a new product to top management. Those who occupy product planning positions also need to be constantly scanning ideas for improving value. The engineer as product planner must learn to think like its major competitor using customer value as a guide. This book provides essential support for engineers and scientists who are required to make realistic business cases for new product concepts.