New ideas for businesses are generally because we see a gap in the market. We consider not if there is a market in that gap. People are very often focused on solving imaginary problems that other people have. The key clue in all of this is when people use language to the effect of:
‘They will like it’ … ‘There’s a real market for it’ … ‘People will love it’ …
It’s all about others because there isn’t a market and there isn’t a problem. If it was a real problem we would want to solve it for ourselves. We wouldn’t have to talk about others. And if it was a problem that we had, there is a very good chance that others might be facing the same problem. Because the truth is, we are not nearly as unique as we think we are. Which means that there is a good chance other people want what we want. As humans our needs, wants and problems are very often replicated. We should start the process of a new business with this sentence;
I want this product / service because….
If it’s not good enough for us, it’s not good enough for them. If we aren’t into it, we’ll lose interest in it. If we build something we dig, our worst case scenario is that we’ve solved our original problem.