Jon West and Chad Ledford started Addshoppers through a long series of pivots that started with: them selling socks door to door. Insane. They now have more than 10,000 clients using their add platform. Their goal is to recover customers that these businesses have lost. Their pitch for why to use them is really interesting. They outline that when buying, the decision process is determined by a recommendation from a human, and a recommendation from a machine. Their platform provides both of these to help recover customers who have since moved on. 
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Ideation is extremely important in the overall process of innovation and starting a company. They clearly pivoted and changed a few things to make their idea a success which makes them great entrepreneurs.