1. A market is never saturated with a good product, but it is very quickly saturated with a bad one. This lesson from Henry Ford is a pearl of wisdom that’s well worth bearing in mind for anyone who has a bright product idea that they want to commercialise. It’s also the basis for the very first question that you’re likely to be asked when you seek funding for your bright idea; “what’s the market for this?” You probably already know that banks and equity funding providers (well, those that stayed in business anyway!) have been asking that question since the dawn of time, but what you may not know is that grant funding providers also want to be reassured that what you’re hoping to do with their support will ultimately lead to market success.