Autodesk has been on a revenue roller coaster for much of its quarter-century history. But in 2003, the computer-aided design software company made a move that sent it on a climb that has lasted five years. Autodesk represents one of the most dramatic examples of how a company found and nurtured a hidden asset that sent its profitability skyrocketing. Uncovering those overlooked assets is something any company can--and should--do.