A common fallacy is that it is a great product that makes a great company or launches one. If that had been the case then we would not have many great companies of today like Sony, Hewlett-Packard, Marriott, Motorola, Honda, Disney, Wal-Mart, Nordstrom, Merck and Procter & Gamble. None of the founders of these companies waited for a great idea to come to their mind before they took first step in building their company