The good news is that you have, or are convinced you can come up with, a product or service that can satisfy a big need in the marketplace, one that will solve a huge problem.
The bad news is that creating a better mousetrap isn’t the end of the journey; it’s just the beginning.
As we saw with Principle 1, even if you have the proverbial better mousetrap, the world may not beat a path to your door. The cliché is simply not true. You need to figure out a way to tell people what you have, and to position your product or service in a way that’ll keep the competition from eating you for lunch (and breakfast and dinner too).
The positioning and developing of your idea is as important as the idea itself. ...