Ideas are king.

A guy made $50K for his potato salad kickstarter campaign. Not because it was some great potato salad (content), because it was an awesome idea that was funny and people are willing to spend $10 to be a part of a funny, awesome idea that no one else thought of.  The next guy who decides to do this with coleslaw will get nothing.  The idea was already created and it was brilliant.  No one would ever start a campaign to raise money to make potato salad! Then they did.

Don’t discount great ideas.  They’re hard.  The market is fickle.  Great ideas are valuable because so few are actually created.