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You will be surprised how much effort goes into executing 'trivial ideas'.

I think he meant to say that the idea is trivial, not the execution.

Just like twitter "idea" of publicly broadcasting 140 chars is trivial to make, but the whole "twitter" isn't.

Sometimes they're just trivial: see "Pet Rock".

Not to say that this particular project is, although it does look a bit faddish to me.

Marketing the pet rock apparently involved custom packaging design and manufacture, and the creation of a 32 page "Care and training" manual. So not that trivial.

32 pages and a little package was probably not even a week worth of work. Considering he made millions, it was pretty trivial, in my book.

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