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50 Up front Summer 2014 Plan for success Entrepreneurs: give your innovative idea the care it deserves by considering multiple routes to market By Joshua Gans and Scott Stern Although breakthrough ideas and innovations are rare, the range of options that a manager or entrepreneur faces to commercialize them can be daunting. Entrepreneurs whose eyes light up with insight about an opportunity often put little effort into choosing how to bring that idea to market. Rather than give their idea the care it deserves, they simply pursue the first business model they investigate. Insights | Technology 50 Up front Summer 2014 Expert opinion Joshua Gans holds the Jeffrey S. Skoll Chair of Technical innovation and Entrepreneurship at the University of Toronto's Rotman School of Management. Scott Stern is the David Sarnoff Professor of Management of Technology and Chair of the Technological innovation, Entrepreneurship and Strategic Management group at the MiT Sloan School of Management. This essay summarizes themes of their forthcoming book, Entrepreneurial Strategy.