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Business. business is about doing something, generating revenue, giving people what they want and need in order to actually solve their practical problems. if you're doing research, that's great. maybe you should get a grant to do the research. if you want to make a business out of it, make it something more practical where you can lead the customers so you can help them get there. >> that's the key, leading the customers. jay, what i like about him, i see the problem, i have a solution but they're not understanding it. i'm being too innovative for them. is this a communicating or marketing is...

Than you do because they're running their business. it's possible that solution is not a great solution and you haven't accepted that or it's certainly possible that the company doesn't have the resources or the cash flow or the margins or maybe just a corporate culture, they can't think that differently. and it's the job of the consultant coming in to really understand the business and to figure out what the restraint in this business are. it can go either way. it may be the consultants too far out there and it's not going to work or maybe the business isn't putting enough energy into figurin...

Jay gultz is the head of the goltz group. he's a lead business blogger for "the new york times" and ben ha is the founder and ceo of cheese burger, a network of websites dedicated to delivering funny content to about 20 million unique monthly visitors. it's great to see both of you guys. >> thanks for having us. >> two serial entrepreneurs. let's dive into the first question. it's about the possible perils of being inventive. >> how do you know when you're too innovative, stretching beyond what your customers really can handle? you see that, you see they have the problem you can solve and yet ...