Starting a company is a gamble, not too unlike betting on horses, but instead you bet it on a business idea. And just like horse racing, the least likely winner often pays the best. Businesses that are based on contrarian, immediately non-obvious, ideas often totally alter people's perception of what's possible. These companies reap massive benefits. If people respond to your ideas with "but..." you might be on to something.
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The Leancept team blogs frequently on topics such as value-pricing, customer experience development and business development.