The most common misperception of entrepreneurship is that what makes a successful business is the idea for a unique product — that if you just have that one great idea that nobody has thought of before, a type of product that nobody has envisioned, you can make tons of money and the world is at your feet. Entrepreneurship-as-a-Great-Idea makes for a good story, but it is good only as a story, because the story is fantasy. And if you rely on what is fantasy rather than reality, you are likely to fail.
