Chapter 1 What's the brand idea? Find the simple story in the product and present it in an articulate, intelligent, and persuasive way. --Bill Bernbach, Legendary "Mad Man" D estiny is a dramatic word--but really, the first step in starting a new venture is identifying your business destiny, determining what specific business you--and only you--were born to create. The best idea for you will involve the perfect convergence of your skills, talents, and passions with the needs of the marketplace. The hardest part of launching a business is beginning. You need to find the brand idea that's right for you. Yet, it's the most important step. Finding your business idea is like examining your DNA. It's finding what's different, relevant, and special about you so that you can share it with oth- ers. It's discovering where you belong in the world so you can embark on the journey that will take you there. the Valley of death Entrepreneurs brand the time between coming up with a business idea and having a successful start-up as "The Valley of Death." As the name implies, the beginning period is no picnic. It's a tough time to get through intact. You don't have enough financing. You don't have all the skills and resources 1