Often as entrepreneurs and business owners we find ourselves developing ideas that we think are marketable. We focus on what we think will appeal to the masses, because obviously we need to be able to sell these ideas and concepts to someone (and preferably to a whole lot of people.) This of course, has its roots in sound market research, which isn't a principle I want to dispute in this post.

What I do want to encourage you to do from time-to-time though, is to work on ideas that appeal to you as a customer. Ideas that help alleviate your troubles and annoyances in everyday life. Use yourself and your desires as the first customer that you're trying to please. It's likely that somewhere in your market is a niche that has the same problems/preferences that you have and if you can design a solution for yourself, you will be effectively designing the solution for others.

Again, this is not to say that market research is not important- it is! But so is originality and so is creating products and services that appeal to you as a person. Often when I coach corporate types who want to be entrepreneurs and ditch the 9-5, I'm asked "what kind of business do you think I could start?" And my answer is always the same "Start a business that's related to something you like and are actually interested in! That way when it gets hard (and trust me it will) you will have more than the desire for profit to keep you going."

Like Henry Ford famously said “If I had asked people what they wanted, they would have said faster horses.”

Sometimes the market doesn't even know what it wants, but you know what you want, you know what you want to build, you have a vision that you're chasing- so build the first prototype for yourself. Least you find yourself trying to develop faster horses instead of new ideas.

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