My method of research is just do it - come up with an idea and give it a go. If it works, it's cheaper than market research. To succeed in this business you have to be constantly willing to change. When you have real vision about where you are going, people will want to visit your shop. What you stand for is just as important as the product and what you sell."
Simon Woodroffe, founder of Yo! Sushi, speaking at the ACS
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