CHAPTER 12
THE LIGHTBULB MOMENT
‘I’d love to be an entrepreneur’, dreams Aye Wan Tobee Rich on yet another long commute into work. ‘But I’ve never had that big idea that will make me the next Bill Gates.’
Struggling to isolate that elusive, amazing idea is one reason people cite for preventing them taking the leap to starting their own online business. The other? Not knowing how to go about it. They’ll make reference to entrepreneurs like Richard Branson or Martha Lane Fox; super-successful people who’ve made millions from some brilliant ideas. But being an entrepreneur isn’t easy – if it was, everyone would be doing it, rather than just talking about it. So the first idea to drag from desktop to recycling bin is the one about an amazing, unimprovable ...
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