chapter  3
16 Pages

Always Start with a Market Need (And Not the Great Idea)

Coming up with the right idea at just the right time is certainly dramatic. But is the right idea the place where the best entrepreneurs start their search for a winning business?


And all those fictional scenes from movies, TV, and the like contain the seeds of the explanation. Think about where the “I got an idea” scene always occurs. It happens at the moment when everything hinges on the idea being right. If it isn’t, bad things are going to happen. It is a great dramatic plot point.