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An engaged, structured, and disciplined process of searching for ways to evolve ideas into opportunities will yield better results than a passive process. Instead of searching for new ideas or new knowledge, focus on solutions to existing problems. The simpler the better. A compliment that an entrepreneur should love to hear after pitching an idea is “That’s obvious!” Simple solutions to common problems have a higher potential for success.

Quick Case: Jazzercise, a legacy name in active fitness programs, was founded in 1969 by Judi Sheppard Missett. Judi was a teacher at a dance studio in Chicago when she noticed abysmal dropout rates among her students. Young women would attend dance classes to get a workout, but as the lessons progressed, students who had little interest in becoming professional dancers would abandon the class. To keep fees flowing in, Judi began holding warm-up classes with a focus on fun and fitness rather than honing dancing skills. These classes were later rebranded “Jazzercize” and developed into a fitness phenomenon.