Daydream Believers

One ever-present fear of daydreaming is that you'll look foolish. "We risk being misunderstood," acknowledges Joe Phelps, CEO of The Phelps Group, a Santa Monica, California, integrated marketing communications company that uses a combination of light hypnosis and daydreaming to probe consumer attitudes. "Hypnosis isn't an official word we use."

Kocina isn't reluctant to be branded a daydreamer, however. In fact, he's kept and framed his second-grade report card that noted "Lonny is a dreamer and getting worse every day."

"I've always been a daydreamer," Kocina acknowledges. "It's what business is really grown on."

This article was originally published in the May 1999 print edition of Entrepreneur with the headline: Daydream Believers.