Most people who come up with a product idea or invention are incredibly passionate. They’ve seen a need in the marketplace - most often inspired by their own day-to-day frustrations with existing products (or a lack-thereof) - and are excited to fill the gap.
This period of excitement is what I call the "idea bubble". During which, entrepreneurs are enthusiastically planning out their product design guided by their own unique preferences, life experiences, and gut instincts. They may share their concept with friends and family to get “objective” feedback, but loved ones are likely to be encouraging rather than brutally honest
