The market you choose, and the idea that you focus on, are the most important business decisions you’ll make. They determine your trajectory. Yes, how you execute is a part of that, but your ceiling for success is set by the idea itself.
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For people who say “What if I don’t have any ideas?”: Start with curiosity. Why do people do X, why is it so hard to do Y, could A and B connect to make Z easier? Dig in. Talk to people who have that problem and ask them how often and how frustrating it is. Be curious!
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The way I like to think of it is by making (bad) movie analogies:
The idea is the script
The movie is the product
The genre is the market.
My arthouse Hungarian dystopian rom-com may win an Oscar but it’s unlikely to fill mainstream cinemas for now (if that's my goal). -
I think you could still apply my framework to movie making: https://twitter.com/mijustin/status/1256301356727414784 …
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Most bootstrappers who want to maximize for success (not all cases) it's best to skip the idea and go right to execution. You skip the idea by picking existing validated markets. Vast majority of successful bootstrappers you see use this method (even if it's subconscious)
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To me, "my idea is to launch a product in this validated market" *is* the idea. That's the concept you're building on. You see the pull of the market, and you think: "I've got an idea: I should build something here that does X better."
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building

Execution (and validation is a part of execution)
That’s not how I think about ideas and execution.