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You have an idea for a product. So what?

Developing your concept into a tangible business at the start of the launch process informs every decision and action you will take. The big question always is: How do I go from “Someday I might…” to “Today I will!”

IMAN had the idea to launch a makeup line for women with skin of color. This is an important differentiation from WOC or POC. "Women with skin of color" is an idea that manifested into an entire global business. Maybe you yourself have a brilliant idea right now. At this stage, several questions need asking. NOW is when you find a deeper understanding of what you’re really selling.

Having been there from Day One and VP Marketing of IMAN Cosmetics for over 25 years, many fantastic ideas had to be turned inside out and upside down. It has taught me this: