The plan for cashing in on a "million dollar idea" tends to start with step 1, an idea, and end with step 3, profit. The mysterious step 2 turns out to be the hard part, both because it is mysterious, and because it is much, much more complicated than one bullet point will allow.

 After having a doctor with a flashlight explain where ideas come from, we'll explore step 2. We'll start with Mike Lee's amazing $1000-an-hour idea refinement service. Then we'll lay out the steps necessary to turn a refined idea into a product.

 Whether you have shipped an app, or are sitting on the next big thing, you won't want to miss this hilarious and irreverent nontechnical look at the hows and whys of making a living in technology – and from a keynote speaker wearing a mariachi outfit, no less.