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I completely agree with you and have come across the same finding, but from an entirely different perspective...

Short of scratching your own itch, a great way to come up with startup ideas is through careful observation of others, and particularly those who could be defined as a "market" of sorts (e.g., those in a hospital setting, business, etc.). Observing behaviors and the language people use when they are trying to accomplish a task is an amazing way of developing new ideas, which can easily lead to new startup ideas.

I've been in qualitative market research for about 10 years now and by far the most effective studies I have run for my clients has been through observational and ethnographic research methods where we just follow along as people try to perform a task. This is the best way to uncover unmet needs and ideas for new products.

If you're stuck for a startup idea, just ask someone in an industry you're personally interested in if you can watch them do their job for a day. Just sit there and observe - ask questions only at the end.

If you really watch carefully, that will produce more ideas than you know how to handle (although I still agree with pg's original point - solving your own problems is the best way to go because you'll be more likely to stick with it through the inevitable ups and downs of startup life).



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