Experience shows that a good idea is not necessarily a good investment opportunity. In fact, when people become infatuated with an idea, they tend to underestimate the difficulty of developing market receptivity to that idea and building a company with which to capture the opportunity. To qualify as a good investment opportunity, a product or service must meet a real need with respect to functionality, quality, durability, and price. Success ultimately depends on convincing consumers of the benefits of the product or service. According to Amar Bhide, a professor at Columbia University, "Startups with products that do not serve clear and important needs cannot expect to be 'discovered' by enough customers to make a difference" Thus, the market ultimately determines whether an idea has potential as an investment opportunity.