Afterdoingsome comprehensive research on the competitive landscape for its client Avis, Madison Avenue agency DDB (Doyle Dane Bernbach) came to the conclusion that Hertz was far and away No. 1 in the field, and that it would be impossible for Avis to capture the leading position based on an ad campaign alone.
After getting an idea and doingsome Web research, an entrepreneur vets her idea by talking with others (potential customers, experts, potential co-founders, etc.).