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The Idea Maze: Market Research, Wireframing, and Design
A good idea is not just the one sentence which gains you entrance to the maze. It’s the collection of smaller tweaks that defines a path through the maze, along with explanations of why this particular combination will work while others nearby have failed. Note that this requires an extremely detailed understanding of your current and potential competitors; if you believe you don’t have any competitors, think again until you’ve found the most obvious adjacent market. This exercise is of crucial importance; as Larry Ellison said, "Choose your competitors carefully, as you will become a lot like them."