Theme of This Book Frank McKinney Hubbard an American cartoonist in the early 1900s coined a phrase "no one can feel as helpless as the owner of a sick goldfish." I think this applies nicely to the feelings of many Executives towards their Technology Projects. You cannot ask a goldfish what is wrong because you do not speak the "goldfish language" and even if you miraculously were able to get the goldfish to talk, you probably wouldn't understand what they are saying. Without this understanding, anything you did to try to help the goldfish would be as likely to kill it as to make it better....