You’re probably half-assing your startup idea

I finally finished reading Paul Grahams prose on how to get startup ideas. The whole essay is incredible. I did want to call out a few critical nuggets that he touches on that I especially liked:

The verb you want to be using with respect to startup ideas is not “think up” but “notice”

And

When you have an idea for a startup, ask yourself: who wants this right now? Who wants this so much that they’ll use it even when it’s a crappy version one made by a two-person startup they’ve never heard of? If you can’t answer that, the idea is probably bad. [3]

In all honesty, this is enough to make you stop and nod your head ‘Yes!’. After 4 years running two startup groups here in Chicago, I got tired of saying this exact phrase. If you want to start a company, find someone already solving a problem they have, but doing it poorly. That’s really it. Of course, never confuse simple with easy.

Otherwise, you have to convince them that a) they have the problem, b) they should spend money to solve it and c) you’re the one to solve it. That’s a tough thing to do.

How about the incumbents you’re trying to displace?

When startups consume incumbents, they usually start by serving some small but important market that the big players ignore. It’s particularly good if there’s an admixture of disdain in the big players’ attitude, because that often misleads them.

Make no mistake, someone is making money “solving” the problem you’re trying to solve with your startup. This isn’t kindergarden. You’re trying to take money that would otherwise go to them. They’re not gonna like that. You have to move quick, fight dirty & scrappy and use your quickness to your advantage. It’s up to you to figure out exactly how to do that, otherwise, you’re screwed. Don’t whine if you can’t understand why you just can’t catch a break. Nobody is owed a business model.

Lastly, on idea sexiness:

In fact, one strategy I recommend to people who need a new idea is not merely to turn off their schlep and unsexy filters, but to seek out ideas that are unsexy or involve schleps. Don’t try to start Twitter. Those ideas are so rare that you can’t find them by looking for them. Make something unsexy that people will pay you for.

There are so many ideas out there just waiting to be implemented. The problem is that they’re not sexy enough. They’re not going to make the WSJ or NYT. They are micro-opportunties & little buckets of gold just waiting for someone to pickup and run with. Find your flywheel