[anstosa]

Brainstorming and validation rarely starts with a perfect idea. It starts with some about of demand, an unsolved problem or an inefficient market. We start to dig and as we talk to potential customers we get a better understanding of the problem and pivot accordingly. Sometimes we end up unearthing a great idea, sometimes not. It's worth remembering that finding billion dollar business narratives often involve some amount of market creation or expansion. It's not just "can we capture enough of the market that exists". It's "would customers pay more for a better experience?", "would more people become customers if the process was easier? Or cheaper?".

- Ansel from PSL