Everyday someone calls me to discuss a great idea they have. The conversation goes the same way whether it is an app for a phone, new product or service or some new way to feed a baby. It starts with elation about their new idea, then builds through the description and ends with, “What do you think?”

Four simple words that carry so much risk.

Often, they have a great idea. But, what takes an idea from a fun thought to doable? The answer is found in four little words: Money is the answer.

We must start with the end in mind. How much money can you make from the idea? Ideas do not make money. Solved problems do not make money. People paying for something is the only way money is made.

Investors do not invest in ideas; they only invest in profits. Investors do not care how unique, clever or revolutionary your idea is. They only care whether or not they can make money by investing in your idea. All too often, entrepreneurs treat investment dollars like gold stars. They think the better their idea, the more money someone will pin to their shirt. It does not work that way. Investors look at investment dollars like planting seeds and the darned plant had better turn into a money tree.

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