Getting a start in business is extremely difficult.  It requires commitment, hard work and courage in the face of risk and adversity.  And, in these days of rapid communications, ever-increasing competitive forces and trans-natinoal markets, the risk is even more daunting.

However, once you are actually in business and have placed a 'stake in the ground' and developed a product or a service, a brand, some customers and some distribution, moving to the next level should not be all that difficult, or necessarily risky.

All that is required is an understanding of some simple principles: how people make purchase decisions?; how to conceive new product, process and service opportunities for your enterprise?; and how to eliminate the single biggest risk in new business, that of market failure?

The answers to these questions lie in understanding innovation and opportunity:

• What is innovation, why it is so important, and more-over how you actually do it?
• What is an opportunity; and what is the mechanism that will allow me to actually find one?

Duration: 32 minutes; 23 seconds