Why the process of testing a design mirrors the process of launching any bold idea.

I’m thrilled to finally reveal the cover for my new book, Fast Track Your Big Idea! Navigate Risk, Move People to Action, and Avoid Your Strategy Going Off Course.

The book will launch in October—a practical guide for leaders with bold ideas who want to avoid common mistakes and reframe risk to their advantage when driving a new strategy.

While writing the book took years, the cover design wasn’t chosen lightly. It’s the result of months of testing, dozens of conversations, and more feedback than I ever imagined.

What started as a search for the “right look” quickly turned into something much bigger—an unexpected lesson in strategy.

Because when you put a big idea out into the world, people don’t just see it. They interpret it through their own lenses, experiences, and even their view of risk.

Same Cover, Different Reactions

I had 12 designs and decided to ask everyone for their feedback—from strategic leaders to complete strangers. I tested everywhere: in focus groups, coffee shops, grocery store lines, and airports.

One of my favorite moments was in the middle seat on a long flight. On one side sat a 12-year-old girl on her way to summer camp. On the other side sat a seasoned tech project manager. Both kept sneaking glances at my laptop as I scrolled through options.

So I finally asked, “Hey, I’m writing a book. Which cover do you like most?”

They both immediately picked the same design—for completely different reasons! And before I knew it, they were enthusiastically suggesting tweaks as if they were part of my design team.

That moment reinforced three truths that apply far beyond book covers:

• Big ideas are personal—sometimes even emotional. 
• People may see the same thing, but they filter it through their own lens. 
• Sharing a big idea can feel risky, but it’s the unexpected feedback that makes it stronger—and enlists people to help champion it. 

The Strategy Lesson 

Those three truths aren’t just about design—they mirror what leaders face when they launch any bold idea.

People won’t see your strategy in the same way you do. They interpret it through their own experience, roles, priorities, and appetite for risk. That’s why anticipating the people side of risk to your strategy is so critical—and so often underestimated.

The real risk isn’t just in execution. It’s in whether people will:

• Understand the idea. 
• Believe in it. 
• Act on it. 

The Acceleration Advantage™ in Action

The process of narrowing down from 12 designs to one became a real-world application of the Acceleration Advantage™—the four principles I share in the book that help leaders move bold ideas faster without going off course.

• De-Risk – Identify hidden risks and assumptions before they derail momentum. ➡️ Testing the covers revealed my own blind spots—like the assumptions people made about who the book was for (by the way, it’s for leaders with big ideas who want to go faster)!. Or how one color could feel “energizing” to one person and “cold” to another.
• Align – A strategy gains momentum when people feel part of it and are prepared to work together. ➡️ During the soft launch of the book and cover testing, I was constantly surprised by how many people leaned in, wanting to help shape the direction. Even complete strangers offered their enthusiasm once I asked their opinion—because being invited creates commitment to an outcome—whether that’s a strategy or a book.
• Communicate – Your message needs to be instantly clear so people understand what’s at stake- and act. ➡️ Big ideas are often complicated. And for people to engage, they need to both understand and connect. With the cover, I discovered clever design elements weren’t enough—if it didn’t make a statement in a glance, people missed it.
• Adapt –Be ready to adjust your path when feedback reveals there are better options. ➡️ It’s easy to get too invested in your “perfect” strategy. But if you are prepared to adapt, you’ll be able to create something more enduring. The same was true with the book cover. The final version wasn’t my first choice. It took being open and flexible to set aside my early favorites in favor of the design that worked best and engaged the most people. 

The Bigger Lesson: The Call to Courage

In the end, my cover had to pass two tests:

• Does it grab attention? Does it say, “This isn’t a boring business book!”?
• Does it clearly convey the themes of the book: innovation, speed, and risk?

After months of testing, one design emerged as the winner. I look forward to sharing it – and the book!—with the world. 

But the real takeaway from this story has little to do with design. It’s about courage. 

Bold ideas only succeed when you have the courage to test them in the open. To let people interpret them. To get comfortable being uncomfortable and risk hearing what you might not want to hear. And learn from it.

Because it’s in those moments—when you invite people in—that ideas gain clarity, strength, and champions.

Do you have a big idea to make your corner of the world a better place? What if the biggest risk to your big idea isn’t failure—but the courage to test it in the open?

Here’s my challenge for you: Take a risk and share your next big idea with five people who aren’t like you. Let their lens give you a bigger one.

Welcome your thoughts.

—Susan 

PS. My book, Fast Track Your Big Idea! launches in October 2025. If you’d like to help us reach and equip more purpose-driven leaders to avoid common mistakes, navigate risk, and more confidently launch new initiatives, then join my book launch team! 📘 You’ll get an early copy of the book and a behind-the-scenes look at this journey of book launching. Register here! 

This article is part of my newsletter, “Fast Track Insights”, providing practical ideas whether you are driving a new strategy or getting one back on track. I want to help you avoid common mistakes. Subscribe above to receive practical insights once or twice a month.