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Startup Handbook: Rule #2

When evaluating new startup ideas, research is almost always the key. You may have to dig quite deeply to find the right data to answer questions about whether your idea fits a particular market, has few or many direct competitors, or is even potentially viable. But sometimes, researching one idea can lead you in an even better and entirely different direction. You might then discover that your new idea hasn't been done yet, or that there's real interest from entity X and not Y as expected, or that the industry in question hasn't seen any real innovation in a very long time - and that's when you've hit the jackpot!