“Innovation starts with someone throwing a stone a long way,” ?What If! Co-founder Matt Kingdon writes in his new book, The Science of Serendipity. In this excerpt, Matt tells the story of Unilever’s Axe (also known as Lynx), a brand with a fearless leader who championed unconventional approaches to innovation. For the full excerpt on innovation leadership, click here. You can order your own copy of The Science of Serendipity here.