What can you do, spending as little money as humanly possible, to gather a persuasive body of evidence that the customers will really buy your product or service at a good enough price, in enough volume to make your idea worth executing?

FORBES: Are You Making Something Usable? Part 4 -- But Is It Valuable?

Sempra can make good money with less risk by backing up a market position on the price of gas with physical supplies of gas coming in through Baja or Cameron.

FORBES: Magazine Article

And, like all consumer toys, copycat manufacturers from the Far East will make replicas as good as the originals and sell them en masse for a fraction of the price.

FORBES: Google's Napoleonic Moment

By doing so, you protect the downside, make a few dollars, and stand a good chance of holding onto the stock if the price movement in AAPL share is not consistent with the hype surrounding the iPhone 5.

FORBES: How To Play Apple's iPhone 5 Release With Options

Journalists, too, make a cost-benefit analysis about the price of that access in terms of what it takes to remain in the good graces of the corporate insiders who can provide it.

FORBES: Magazine Article