Do all of your research up front. You can't do all of your research up front. You are always learning new things every single day. But, do your homework. No idea is had in a vacuum. If you have an idea, make sure you look at the lay of the land. Look at all the competition that exists out there. Make a spreadsheet even. Get out your whiteboard and look at all the ways that your business is different from their businesses. Use that difference at the end to shine or design a marketing strategy around. Double down on those differences.