Brett’s project had all the predictors of success we’ve considered thus far: It began with something he was both passionate about and skilled in, and then he forged his knowledge into a useful package that could be acquired instantly by users. If you wanted to learn about Evernote but didn’t want to spend the time surfing around, a $25 investment could solve the problem. The choice of price was also perfect: Brett could have priced much lower, as some digital publishers do, but he chose to take a stand and provide a clear value proposition to his potential customers.
