The document discusses a case study of promoting a new idea within a large organization. Specifically, it describes how the author advocated for introducing faceted search to Comcast's video browsing experience. The key steps taken were to first informally discuss the idea, then document the concept, seek executive sponsorship for further exploration, conduct user research through iterative testing, and communicate results. This gradual process helped the idea gain traction and led to Comcast eventually implementing faceted search capabilities on their websites.