Bryan Cassady and Koen Stevens explain the importance of spending a great deal of time on idea formation, because many startups are doomed by weak initial ideas and limited scope. They state that this is the reason so many startups fail, and that truly unique and problem-solving ideas are necessary to forge a great company. This content was produced for the 2014 Brussels Fall semester of the Founder Institute by Founder Institute Brussels Director Bryan Cassady, Global Marketing Director at IBA with Founder Institute mentor Koen Stevens, Founder of BuboBox. Follow them on Twitter to learn more: https://twitter.com/bryancassady https://twitter.com/brusselsfi https://twitter.com/e_kon