Ideas Don't Die. Companies Do.Rethink ideas as the real value to the future of your business in a technology world where knowledge is increasingly a commodity. In Ideas Dont Die. Companies Do., renowned voice on disruptive agility and executive Hari Abburi delivers an insightful framework for leaders to future proof their companies by creating an idea obsessed enterprise. In the book, youll learn why ideas are more important than customers to disrupt the industry and marketplace.