Watch: Creation Beyond Conception

We often think of entrepreneurs as creative geniuses, because of the ideas they came up with. But creativity can't stop at concept.

So how do you apply creativity to testing your idea in the market? An idea is only as valuable as its execution. Great ideas aren't conceived all at once in a splurge of creative genius. They adapt, evolve and pivot in the market, with real customers, as their founders test the biggest risks and search for the best possible solution to their customers biggest pains. So how do you keep creative and keep testing, once you've got an idea?