Our second example is that of a seemingly trivial idea, considered by many experts as a very bad idea. A young French university graduate had it in mind to set up a project to do with wine and oenology. A significant part of the activity was to trade in a particularly competitive and traditional sector. Undeniably, the project had low development potential with rather unfavourable prospects. Yet, ten years after the creation of this activity, the company is still there, settled in its market, with a turnover of over €2M, and employing several people. This goes to show just how relative the genius of an idea is, and how important is the quality of the work that must be done throughout the process.