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The Next Big Product

That was their goal; is it yours?

By Don Debelak

Opinions expressed by Entrepreneur contributors are their own.

Waiting for some inspiration for a great new product to strikeyou? Try following the lead of three old college chums, AdamRizika, 38, Bob Rizika, 35, and Scott Brazina, 36. In 1989, whilestudents at the Sloan Management School at MIT, the three agreed tostart a business together and introduce the "next bigproduct." But they had one major problem: They had no ideawhat that product would be.

In 1993, four years after graduating, they made theirmove-quitting their jobs to start reflective technologiesInc. and search for the right product. Later that year they createdillumiNITE, a fabric with a coating that reflects light. Unliketraditional reflective apparel, which simply boasts several orangestrips, the partners' innovative apparel provides a fullreflective silhouette, keeping runners, cyclists, walkers,children, etc. safe at night. From their small beginnings, thepartners have created a multimillion-dollar company with such majorclients as Land's End, Adidas, Polaris, Eddie Bauer, Honda,L.L. Bean and even the U.S. military.

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