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The Ideas aren't the hard bit. They're a small component of the whole. Creating believable people who do more or less what you tell them to is much harder. And hardest by far is the process of simply sitting down and putting one word after another to construct whatever it is you're trying to build: making it interesting, making it new.
Neil Gaiman - Where do you get your ideas?

Don't be the product, buy the product!

Schweinderl