Even if we've thought about the big picture, if we can't explain how an idea makes someone's life better, then why should anyone pay attention?

Entrepreneurs want to change the status quo. So if we know what costumers value, we can figure out how to get them what they want in a new or better format.

Instead of spies or emperors, entrepreneurs are more like scientists. We come up with a hypothesis — our business idea — and observe our environment to help us make informed decisions.