that question and the answer the guys found gave birth to the popular eyewear company warby parker. >> we'd like you to invest in this company to which you said -- >> no, i'm not interested in investing. >> that hurts right now, doesn't it? >> they were just valued at over a billion dollars. now my wife handles all of our investments. >> reporter: 1.2 billion to be exact. the warby moment was an inspiration for grant's book. he set out to investigate what he had missed about his students and their idea. >> i thought that all original people were daredevils. what i learned, though, is that most successful entrepreneurs and in fact anybody who champions an original idea, most of those people hate taking risks. they like to play it safe, hedge their bets. >> reporter: another finding, that so-called experts don't always know best. we all know seinfeld as one of the most successful tv shows of all time but executives and test audiences were ready to leave it for dead before the show ever saw the light of day. >> the show is about nothing. >> reporter: but a lone nbc executive named rick l

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