Book publishers rightfully believe that they should expand their marketing activity to non-bookstore buyers because not doing so results in low -- or no -- growth. But thinking about special-sales marketing and actually doing it are two different things. What happens after the creative idea is born? In most cases, nothing. It is easier and less stressful to rationalize the status quo. The problem is generally not coming up with the ideas, it is in the implementation of an idea that is outside one’s comfort zone. But significant benefits can accrue from trying.