The big idea: It’s out there, and you want to be the one who discovers it, markets it, and profits from it. Right or wrong, there is no shortage of approaches to uncovering the big idea, from trend analyses, to focus groups, to epiphanies in the middle of the night. But how do you know when you’ve found it? How do you uncover the diamond in the rough from the laundry list of ideas that come out of any well-meaning brainstorming effort?
Your gut is certainly a good start, and there are situations (and corporations) that call for avoiding conventional consumer …
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