This 2-ft x 3-ft book was designed to make a very literal impact among a targeted audience of hard-to-reach healthcare innovators. Lift with your legs, not your back.

Agency: Pennebaker

Do you ever feel that the urgency of change is inversely proportional to your ability to affect it?

Impact. You want to make it. We want to help.

In 1485, Leonardo da Vinci sketched a device in which a human lies down on a plank and operates two large, membranous wings using an elaborate system of hand levers, foot pedals, and pulleys. More than 400 years would pass before this idea took flight. But even today, the seating is only slightly more comfortable.

In 1771, a man named Ebenezer Kinnersley successfully demonstrated heating a wire to create incandescent light. Over 100 years later, Thomas Edison was traditionally credited for inventing the light bulb. It was probably a plus that his name wasn't something like 'Ebenezer Kinnersley.'

On the morning of Friday, September 28, 1928, Scottish scientist Alexander Fleming discovered that a petri dish containing staphylococcus had been contaminated by a blue-green mold that seemed to kill bacterial growth. It would be another 14 years before penicillin would be effectively mass-produced, just in time for the invasion of France.

Necessity may be the mother of invention. But timing can be another mother altogether.