Cognitive psychologist Dr Scott Barry Kaufman found that 72% of people have their brightest sparks of creativity in the shower. But coming up with a great idea is just the beginning. Most people never move beyond that to execute their idea. And of those who do take the leap into launching a business, a staggering 96% of them won’t make it – they’re eliminated by the market or outdone by their competitors.
Conceptualising a product that not only stands out in a competitive market but is also practical, novel and profitable is incredibly difficult. This cutthroat competition gives the contestants, who are all entrepreneurs – as well as the viewers watching at home – a real understanding of how much thought, effort and strategy it takes to design a product or service that has a chance of surviving in the market.
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