One of the most remarkable concepts about creating a business, is its underlying idea and the process to translate it into reality. The idea comes from a sharp observation of reality in all its factors, this is called attitude: the most valuable asset of any successful entrepreneur. Then, the capacity to cut through reality to surface what is truly important to realize and what not (the latter being very tricky, indeed). Subsequently, the process is made of strategy and tactics. Deal with the material you face and shape the idea accordingly. Many companies fail because of this lack of realism: great idea, deep observation and an illogical optimism: "It will work!". The majority, however, fail because of a slapdash work on the idea. A business model is just that: a model. It is not reality. An old cliche proves to be true: "the map is not the territory". Your model must emerge from a strong observation (the extent of demand or the potential to induce it) and be ali