There’s no “just add water” recipe for a successful business. But there are a few non-negotiables. Your chances of success are much greater if you have the right product, price, distribution, and brand name. With all of these pieces in place, Sara Blakely launched and sustained an astronomically successful company that completely disrupted the women’s undergarment industry, which had been in freefall for at least a decade.ProductTrust your gut. When you know your solution could be better, make the change.When the change is driven by your core commitment to consumers, they’re likely to respond favorably.NameIterate on the brand name, before launch. A breakthrough can happen at anytime.The goal is to create a name that stands out. Try to elicit an emotional reaction.Distribution and PriceAs a new entrant to the market with limited resources, take a defensive position.Price and place your product in a market where you can survive early exposure.