Is your good idea a good idea?
Good ideas
Services
Authorship
Book Design
Craig Rochfort, Founder and CEO of Jane Fender, has turned his strategic insights into a tangible resource for entrepreneurs through his new business book, Is Your Good Idea a Good Idea? Drawing on his years of experience advising brands, agencies and boards, Craig takes readers on a pragmatic journey from spark to execution. He challenges the notion that a “good idea” is inherently viable, offering frameworks and questions that test both concept and capability before costly commitment.
In this project, Jane Fender supported the end-to-end creative realisation of Craig’s authorship journey, from defining the narrative tone and visual branding to coordinating the digital presence on goodideabook.com.au.
Beyond the launch mechanics, the case study also emphasises the book's deeper value proposition: helping business creators, side-hustlers, and corporate innovators ask the right questions early. Craig’s writing offers a clear-eyed filter for idea validation, encouraging test-and-learn discipline, market-reality assessment, and structural readiness. At Jane Fender, we positioned this project not just as a publication, but as an extension of our brand’s thought-leadership drive, showcasing how strong thinking becomes strong output.
