Chapter 2. What’s the Big Idea?

“If people aren’t telling you that your idea is crazy, then it is likely not a very big idea.”


Not every business opportunity is equal. You can invest considerable time and money into an idea that you may personally believe in but which is not well aligned with demand, timing, or competitive forces. Despite your passion and commitment to the idea, if the conditions are not right, your efforts and investment could very likely be in vain. The opposite is also true. The Internet is rife with stories of small-time entrepreneurs who realized overnight success with very little investment of time or money.

How can we predict which opportunities are most likely to succeed prior to making significant ...

Get The Smarter Startup: A Better Approach to Online Business for Entrepreneurs now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.