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.
 If you're dreaming about creating the ideal product or service, listen up. Here's an insight that will save you a lot of money and pain.
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