(Inc) — You know you have a brilliant idea for a business and you are convinced people will buy your product or service. Well, guess what. Even a good business idea might not be financially viable. It’s all a matter of putting aside your ego and being willing to create a business that will not only survive, but thrive. If you have an idea for a new product or service, you can’t be afraid to rethink it and refine it, says Jim R. Sapp, national business consultant and author of Starting Your First Business. The more you set out to do before the launch, the less you’ll have to do afterwards, adds Sapp. Also, the less costly it will be trying to fix things.