“Without clear thinking, we only accomplish the wrong things faster,” writes Nugent, co-founder and CEO of a sports-focused tech advisory company. “A Phillips-head screwdriver will never be a hammer, no matter how fervently you swing it.” In these pages, the author lays out a program specific to sports franchises to help them develop productive plans for innovation, select the right tools, and use them wisely. He urges readers to look at the nature of their sport, review their organizational priorities, and consider their approach in light of the inevitable march of technological innovation. Nugent looks at various examples, such as NASCAR, which faced questions about digital media rights; advances in technology made it possible for the organization to engage with fans in unprecedented ways, but “it would be costly.” From such examples, the author derives some basic principles, foremost of which is that rather than haplessly chasing after the latest innovations in order to shape goals, businesses should first clarify their goals and then adopt the latest technology to achieve them. Drawing on his experience deploying tech across a variety of sports, Nugent presents readers with a road map to reach their desired outcomes. The material is broken down into short sections with numerous bulleted points. The thinking is clearly and forcefully expressed, and the author’s extensive experience is evident throughout. But the book’s main strength is its surprisingly empathetic humanity. Nugent’s advice is crisp and tough, but it’s always softened with understanding. (“Every company on earth is made up of people,” he writes, “and people make mistakes.”) While his advice is specifically tailored to the sports world, the principles he outlines can easily be adapted by any organization: Tech in all cases should produce revenue, create great fan (read: customer) experiences, attract advertisers, and so on. Good basics for any organization to review.