Most people believe that the first step to starting a new company is to have a great idea. Back in business school, there were countless “idea brainstorming” sessions where groups of students would try to come up with the next billion dollar idea. None of them ever turned into anything.Great businesses are not built on ideas for marginal improvements or incremental features, they solve real problems and require a deep understanding of what those problems are. So the absolute worst thing to do is to come up with an idea for a product while sitting around a table for 30 minutes.So ho...