Chapter 2. Opportunities, Ideation, and Concepts

JUST AS SOME PEOPLE KNOW from an early age that they want to be a doctor or lawyer or writer or actor, some people know they want to have their own business. Others fall into business by accident. This happened with a fellow who installed drywall in my house a few years ago. He went out on his own because he discovered he was good at installing drywall and did not like depending on others. Desire for independence propels a lot of people into business—from the handyman who opens his own hardware store to the mechanic who opens her own auto-repair business.

As with these people, your new business may stem directly from what you do today for someone else. Or, your best opportunity may lie in an area ...

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