Forget brilliant ideas - find the right timing!

A successful startup isn't built on an extraordinary idea - it's built on an ordinary idea that comes along at the right time. Instead of chasing breakthrough concepts, focus on identifying significant shifts and their less obvious consequences. That's where the real opportunities lie.

Take the global talent shortage, for example. Recruiting in a market with no available candidates is a losing battle. But companies are now willing to pay for services that help them retain their existing employees - an easier and more profitable opportunity.

Or consider the rise of remote working. A hidden consequence? More people are quietly juggling two full-time remote jobs. This is creating demand for platforms that help them manage their schedules efficiently, while staying under the radar.

Changes like this are happening all the time, and each one comes with ripple effects that can inspire the next big startup. AI alone is driving countless changes, both obvious and unexpected.

So instead of brainstorming 'big ideas', make a list of important changes and their implications - and keep it updated. The next time you think you've struck gold, check to see if it aligns with a real, timely shift. If not, move on. Timing beats genius every time.