"It was obvious – the data was telling us. It was the moment that we said - wow, let's turn this around 180 degrees. And we did it – and succeeded."

How customers inspired a brilliant phone business idea

Even if you have a successful business, looking at the data to see what consumers need can lead to an industry-changing idea.

This is how Felix Martin Aguilar and Nothando Moleketi-Williams, the co-founders of ReWare, came up with their idea for their certified, pre-owned smartphone business.

The pair originally had a company that bought second-hand phones from consumers so that they could refurbish them. But it soon became clear that customers didn't only want to sell their pre-owned devices – they wanted to be able buy some too.

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