These insights are critical when your resources are limited. Usually only reason a new company succeeds is because owner is able to perceive a need in market that has previously gone unfilled. That can include a higher quality version of an existing product or service, a less expensive version, or a whole new approach to solving an age-old problem. Or perhaps entrepreneur is doing nothing more than making it easier for his customers to buy same things they've always bought. Whatever it is, entrepreneur spied something that others didn't see, then acted on it.

Gaining an insight that can be converted into a new business requires a deep understanding of what customers need. Turning this insight into al company takes sustained concentration and ability to learn quickly. In order to create a business, this initial insight has to be honed and adapted quickly to meet actual needs of customers. What started as a good idea has to be developed in accordance to how and when people buy. What begins as an idea to sell chocolates becomes business of selling gift packages.

The demands of developing a new idea, refining that idea into a product, discovering a market for product and communicating to that market are easier if entrepreneur is a devoted fan of product. You can't easily switch from selling auto parts to selling fishing gear simply because you perceived a need in market. You switch from selling parts to selling fishing gear because you love fishing, you know a great deal about fishing, and you love to be around people who fish.

George Bernard Shaw said that life was "Just one damned thing after another." That's life of an entrepreneur. If you love your niche and love interacting with vendors and customers, coping with one damned-thing-after-another is exhilarating, not exhausting. If you love with you business, effort to learn and grow will be pleasure, not pain.

6) Product Wishes - Product Wishes should describe an "almost instant" gratification, effect or good feeling that your product will offer. It's short, direct and to point. Product Opportunity is stereotype of advertising. An example would be "Get our product and be King of Your Castle". Now we know there are few monarchs in home and more often than not it would be "Queen", but it portray a feeling no matter how ridiculous that this guy will be King of his Castle if he would only buy this product.

7) Product History - I would have to say that best way to describe meaning of "Product History" is "heritage" of product. Maybe your product has been around forever, then you would say why your product has been around that long. Your product may be brand new, then you would describe descendents of your product and how and why it progressed to your product. Note: Use either "Product History" or "Product Wishes", but not both, and do not confuse "Product Wishes" with "Product Benefit(s)". Product Wishes and Product History are a style of advertising not a list of benefits.

8) Miscellaneous - This part is simple. If it doesn't fit into a subject above put it here! Ideas, thoughts, or just about anything else!

Ok, now make you self a list of these headings. Then start by focusing on one subject. Give each subject lots of thought. This is not something you sit down and do in ten minutes. You may have thoughts about a subject at any time for days. Give yourself a week with Theme Sheet and every time you have a thought about your product list it on your theme sheet. A week later sit down take best from your list and start writing your advertising campaign. Save list, this way you can refer back to it, add to it and use it again.