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If you still think it's all about a "killer app idea" and not timing, execution, marketing and a million other things, you're doing it wrong.

Of course there is more to it. But every app starts with a (unique) idea. Think of it as a stealth startup. We do that for a reason too ...

'Killer' ideas don't necessarily have to be unique. Just better, so they disrupt the existing market enough to get ahead.

[edit - removed extra word]