When Stacy Madison (@_stacymadison) started a sandwich cart in Boston, pita chips weren’t even part of the plan. They were just a way to use leftover bread—something to hand out for free while people waited in line. But then something interesting happened: people wouldn’t stop talking about them. Customers started asking, “Can I buy a bag of just the chips?” Then, “Can I get a few to take home?” Then, “You should really sell these.” That’s when Stacy realized—what started as a side project might actually be the real business. Her advice? Pay attention to the chatter. When customers are telling you what they want, that’s market research money can’t buy. But don’t stop there—test it. Take your side idea into the real world. Offer samples. Ask stores to stock it. See if it sells when you’re not standing there pitching it. That’s how Stacy’s Pita Chips was born—from listening, experimenting, and following the noise. Hear my full conversation with Stacy Madison on How I Built This Advice Line.