How to Turn Your Inspiration Into a Brilliant Business. Starting your own business can be the most liberating, fulfilling step you've ever taken but you need a trusted guide, particularly in the tricky, early stages. Many start-up books focus on the mechanics of running a business, without really giving you insight into how you get to that point in the first place. That's where 'What's Your Bright Idea?' comes in. Both authors have considerable experience of new business ventures. They offer an honest, waffle-free assessment of what's required to set up a business, and give you plenty of sound advice along the way.