It all begins from idea. In a perfect world, the moment the people think they need a good idea it is born in their mind, solid and destined to be a success. In the real world even the most talented developer or game designer may sooner or later have a crisis of ideas. Making from scratch is ten times harder than taking someone's game and creating a sort of cover version. Forget copying a best-selling title and masking their clone with new art or setting, that won't work. They would better use it as strong foundation to build a new improved gaming experience. Choose a game and examine it in the littlest details. Analyze their own impression and browse the web to find out what they think of it.