  some wisdom from Wally Amos, founder of Famous Amos cookies: "The first thing is, you got to be passionate about the idea.
I'd been making cookies for 5 years. I'd been eating them since I was twelve years old. I love chocolate chip cookies. So it needs to be an idea you're in love with. "A lot of people have ideas and they go around and research them forever.
They want to get a guarantee that the idea is going to work....so you gotta do something. " And "The biggest mistake is they don't listen. We become expert and we think we are experts on everything. "Now I am an expert on the cookies that I make. But I'm not a great business person. So I think it is very important to listen. Other people have great ideas, too. " 
