The talk above explains a success formula developed by Clinton Day over 30 years as serial entrepreneur and 11 years as college professor. It is based on his personal experience starting, building and selling three separate insurance agencies in different cities and mentoring successful startups.  Each part of the formula is equally important and combined they assure creativity and persistence while building on facts from the end-user or target market. Use of these facts is called lean startup or evidenced-based planning, see Lean Startup page under FORMULA.