Stop chasing ideas. Start finding people and their problems.

Most startup founders begin with "I have an idea!" But what they actually mean is, "I came up with something that works like this." Then they set out to find an audience for it.

But people are far more likely to pay for solutions to their Top 3 problems. So why not start by talking to real people, uncovering their biggest challenges, and then finding a solution? This way, you already know who needs it and why.

It might sound too simple to work, but it does. Just last week, a founder I know tried this approach—and within those conversations, they uncovered at least three solid product ideas.

The challenge? Most founders don’t ask about people’s problems with an open mind. They already have a half-formed idea in their head and are looking for validation: "Would you use this if I built it?" Instead of the far more useful question: "What problems do you actually have?"

An idea based on "what" is risky—because you might never find anyone who truly needs it.

A great startup idea is built on "who" and "why." The "what" will come naturally.

So stop chasing ideas. Start finding people and their problems.

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