Moving from idea, good or bad, to a sustainable business is the goal of every entrepreneur, but this is a very difficult task. Ideas don’t matter much. I call this the “Twinkie Theory.” If I put a group of folks in a room and told them I had an idea for a golden sponge cake filled with whipped cream, they would most likely say, “Hmmm, no one needs that. It’s not healthy.”
Twinkies are arguably a bad idea, but Hostess makes a great deal of money selling them. Its a sustainable business. Likewise, I’ve come across numerous ideas and you might think, “That’s a great idea!!!” but never had a chance at being a sustainable business.
