A book begins when an author comes up with an idea for a book.

一本书始于作者对它的构思。

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If you operate in such an environment, you realize right up front that just the idea of a demo comes with an inherent challenge — it's called intellectual property.

如果您在这样的环境下进行操作，您会首先意识到一个演示的想法与内在的风险是同时发生——它被称作知识产权。

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Tom: Well, one of you comes up with an idea.

汤姆：嗯，你们当中有人提出一个想法。

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In fact, In an Alice of Wonderland world, because it takes more billable hours to get a bad idea revised before it is brought up front to customers, Advertisers actually reward an agency more when it comes up with a bad idea.

FORBES: In The Upside-Down World Of Agency Fees, Is Coming Up With Bad Ads Worth More Than A Good One?

Say a product designer comes up with an idea for a pedometer armband.

CNN: Seeking a market for cheap 3-D printers

Henry Ford is watching the way his cars are made and comes up with an idea to streamline manufacturing and cut costs: the assembly line.

FORBES: Leaders Embrace Innovation. Eccentrics Indulge in Obsessions.