Column · third idea
Because it is formed before contact with the work. It reflects what is visible from outside: a market, a trend, a competitor doing well. Visible things are already crowded.
Because by then you have met the workarounds. You know which step is repeated, which complaint recurs, and which part of the process nobody enjoys. That knowledge cannot be acquired from outside.
Do not evaluate the first idea on its merits. Treat it as a way of reaching the information that produces the third. The first is a question; the third is an answer.
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