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Forget research—just go for it

What do you if you have a great new natural product idea? Just make it happen, say Nikhil Arora and Alejandro Velez, founder of Back to the Roots. Forget the naysayers, the market research, the little voice in the back of your head and just go for it. Share your idea with anyone who'll listen and convince them it's the best idea they've ever heard.

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