After hearing so much at start-ups, it really shatters the idea that they start with a plant that works. No, they have an idea and keep trying different things until either they run out of money or they hit it big. HP at one of their first meetings said something like a product to be determine later. The people that invest assume most will fail and a few will succeed. It is that few that pay for all the failures. Problem is if you are starting something and don't have a lot of investment other than your own, you really have a lot of pressure to find it quickly or back to the 40 hour a week job, from the 24x7 job.