. >> reporter: but a lone nbc executive named rick ludwin whose focus was not sitcoms thought jerry, elaine, george and cramer were worth a shot. >> he came from the varieties and specials department. he was working with all different kinds of formats of shows. he wasn't stuck in a mindset. when he watched the show, he experienced it, he lived it and it made him laugh. he said, okay, at the end of the day, people will watch a show that makes them laugh. >> reporter: what does all this mean for you and your original idea? professoren grat has a list of suggestions. first, take your ideas to disagreeable people. >> those are the people who are going to challenge your ideas more, criticize you more and help you improve the idea. >> reporter: don't be afraid to procrastinate. >> productive procrastination is about waiting for the right time to act, not rushing into saying i've got to make progress or i have to get this done. but giving yourself the full window to allow creative ideas to incubate. >> reporter: make time for leisure hobbies. >> nobel prize winners are 20 more times likely