Business planning for rockstars

The first rule of business is to have an idea that's blindingly obvious. The second rule is to consider why, if the idea is such a good one, why has nobody ever done it before, then? When Lou Reed came up with the plan to bring together Edgar Allen Poe, Bowie, Laurie Anderson and some of his own Poe-like poetry, he clearly didn't get as far as stage two, did he?