SARAH GREEN CARMICHAEL: So there is a lot in your book, but today I really want to focus on the elements of a good business plan and when you’re just coming up with the plan for a company, what goes into making sure that your company will really work. You need to understand what your market is, what the market pain is, and why it will grow and become a great market opportunity, what your team is, and why they’re great at making this venture. NORMAN WINARSKY: Yeah, absolutely, so how you go about crossing this valley of death or bringing technology to market is, first of all, starting with the market problem, taking that market problem and then finding, as we said, the technology solution and/or differentiated business solution and the great team.