Larry Humberstone and Pam Gunderson of PJ Lawrence and Associates (Omaha, NE) discuss key concepts individuals need to consider when starting a business. Individuals must discover their passion for the business, understand what drives them to succeed and consider whether the market is also interested in their passion and business idea. Individuals must be self-motivated to further research the idea. Use the Internet and mentors to help refine the idea. Write down the ideas, make connections, and take action. Validate what works and what doesn’t. When moving from idea to concept, Larry says there must be pain. That is, individuals now move from a comfortable position to putting personal credibility or financial commitment on the line for the business. (pjlawrenceassociates.com/)