Sometimes I hear stories about people starting businesses that do great – and I think, wow, that idea is so simple I wouldn’t have ever thought about it. Like this story about a business that started by importing products from Italy and selling to distributors in the U.S.

Of course that doesn’t mean starting the business was easy. But a simple idea, coupled with perseverance, can turn into an amazing, profitable, large, company.

Simple is not always easy, but discounting because something is simple might not be the best move.