Put another way: How do you generate and refine a business idea to the point where it’s worth executing?

It’s a serious question. The biggest problem with a business idea isn’t someone stealing it, as you might suspect—it’s acting on it, says GoDaddy CEO Blake Irving.

GoDaddy is known for its web-hosting services. (And, in a former life, its scandalous ads.) But since Irving took over, the company has been laser-focused on serving small businesses. Flare, which launched on Apple iOS and Google Android in May and April, respectively, is meant to shore up that community’s attention by serving its needs to find business ideas with legs.

Or as Irving told Fortune digital editor Aaron Task at Fortune’s annual Brainstorm Tech conference in Aspen:

“It’s about trialing it, getting it in front of people, getting feedback, getting more feedback, perfecting it, ideating—and doing it over and over again until you have something that makes sense and you feel confident.”

For their full conversation, please watch the video at the top of this post.