Every week, Reese would come up with an idea for something new to peddle. They would draft a business plan, launch a website, and measure consumers’ subsequent interest in a product. Efforts to sell coins and watches failed. At one point, Reese tried manufacturing family portraiture using inexpensive subcontractor artists in places such as Russia. The concept wasn’t easy to expand. “A lot of people have ideas,” says Handsman. “Byron has the discipline to actually measure them. He was willing to come up with a ridiculous number of ideas, but he was also willing to abandon them if they were proven not to work.”