'However, this natural human love of certainty may also prevent businesses from making more valuable discoveries. After all, no big business idea makes sense at first. I mean, just imagine proposing the following ideas to a group of sceptical investors: 1. ‘What people want is a really cool vacuum cleaner.’ (Dyson) 2. ‘… and the best part of all this is that people will write the entire thing for free!’ (Wikipedia) 3. ‘… and so I confidently predict that the great enduring fashion of the next century will be a coarse, uncomfortable fabric which fades unpleasantly and which takes ages to dry. To date, it has been largely popular with indigent labourers.’ (Jeans) 4. ‘… and people will be forced to choose between three or four items.’ (McDonald’s) 5. ‘And, best of all, the drink has a taste which consumers say they hate.’ (Red Bull) 6. ‘… and just watch as perfectly sane people pay $5 for a drink they can make at home for a few pence.’ (Starbucks)'