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Watson started and abandoned some 20 other novels before hitting on this idea, which he successfully pitched to an agent on the last night of the Faber Academy, using the 25-word spiel each student had been told to polish.
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These "founders" (a term now used in preference to "entrepreneurs") often work through several ideas before hitting on the right one.Such flexibility would have been unthinkable during the first internet boom.
A startup may iterate over multiple business models before hitting on the right one.
Labe tinkers with each new find as a mechanic adjusts an engine, remaking one first-flush Darjeeling 25 times before hitting on the ideal formula of water temperature, leaf quantity and steeping duration.
William Chase, whose parents were farmers themselves, began his career in potato trading before hitting on the idea of posh crisps – and so Tyrrells was born in 2002.
Unable to leave behind the urge to paint, he began decorating furniture, milk cans and frying pans before hitting on the perfect surface: the old hand saw.
Flynn started and abandoned many novels over the years before hitting on the idea of writing about a journalist covering a gruesome story in her home town.
A former journalist, Furst wrote a few desultory novels before hitting on the genre he's reinvented, like a new bespoke suit cut from an old pattern.
Helen, the narrator and bossier of two is particularly restless: "I want to unzip my skin and step into another me," she confides before hitting on the ideal solution – a swap with her sister.
AUDIBLE, which still has a substantial negative cash flow but is rapidly narrowing the gap, endured a longer purgatory before hitting on the idea of varying monthly fees for different service levels.
She spent the next two years researching and designing the baby boxes, saying she tried eight different designs and 23 different combinations of electronics before hitting on the style of container that has just been installed.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com