Most people think the way you figure [ideas] out is doing a focus group. But the really really successful ones are ones people never thought they wanted. Figure out a way to delight the consumer; You need to figure out what it is. Then use the focus group to see if you’re crazy.

Notes from a talk by Jonathan Kaplan, founder and chief executive of Pure Digital. The Flip creator’s next project: a chain of grilled-cheese-and-soup restaurants.