Robert Ashton, is an entrepreneur, and challenging
 business author.  His books including 'How to Sell'
 are published by Hamlyn.  Visit www.robertashton.co.uk
 to find out more.

 Robert kindly agreed to contribute a regular column
 to ‘Wising UP!’ so this was the  first of of our
 “Ten Ways...” series from the first issue of Wising
 UP in 2003! - as useful now as when first published.

It’s all too easy to assume that everything’s going to turn out just fine. But the wily entrepreneur makes sure he’s chosen the right eggs to sit on. Here are ten ways you can be  sure you’re hatching winners!

1. RESEARCH YOUR MARKET There are very few truly original ideas. Someone, somewhere will be already doing what you’re planning. Make sure your idea looks different and stays different.
2. ASK A FRIEND Bounce your business ideas off someone who’ll tell you straight if they think the idea’s a runner or not. Some advisors tell you what you want to hear. Seek honest feedback.
3. STOCK THE FRIDGE Investing in a new business, product or service always takes longer than you think. Make sure you can afford to eat as you wait for the payback.
4. SHARE THE WORK Cuckoos lay their eggs in others’ nests and let them do the work. Who could help you incubate your new idea? Ask Business Link for ideas.
5. USE A RULER Benchmark your progress against that of others chasing the same market. You could be doing well, but still be underperforming against your rivals and therefore capable of achieving more.
6. ROTTEN EGGS SMELL BAD Some ideas won’t hatch. Accept this, carefully and quickly ditch the losers and focus on your winners. Losers are like bad eggs, the longer you keep them, the worse they get!
7. BE FLEXIBLE Customers occasionally use your product or service in ways you never envisaged. Celebrate their innovation and use it to win business elsewhere
8. RIDE THE STORMS At times, incubating your new idea will be very uncomfortable. If you’re sure it’s a winner, sit tight and wait for the sunshine.
9. FEED YOUR CHICKS Once hatched, new business ideas can devour resources at an alarming rate before becoming profitable. Another reason to focus on winners.
10. EMPTY THE NEST Could you do better if you started all over again? Never rule out selling your venture to free up the time and capital to do it a second time. Always know what your business is worth.