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Tweak it, and then tweak it again

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Ethan Stock, co-founder of web search company Zvents, began with an idea for an entertainment search engine. Before long, Stock discovered that retail owners wanted to submit events to his database, and his social project was transformed into one that could acquire ad revenue.

“I didn’t think all of retail was in our playground until then,” Stock said. “All of a sudden I saw that we weren’t just an arts calendar.” Soon, Stock met with AT&T, and the company offered him a deal to provide the iPhone’s Yellow Pages search.

A small change to your plan can be a blessing. Don’t be afraid to take a suggestion and run with it. The new strategy might be better.

— Adapted from “Timing Is Everything,” Victoria Barret, Forbes. 

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