Intriguingly, this suggests another route to great discoveries. Everyone knows novelty is important. But perhaps you could also get to them by starting with novelty and cranking up the obviousness.
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When an idea seems simultaneously obvious and novel, it's probably an important discovery.
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(I know great discoveries don't generally come from explicitly seeking novelty, but from trying to solve problems and not disregarding novel solutions. But this principle could still be useful. E.g. if you noticed you were already doing it, and were encouraged to continue.)
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Shouldn't startup ideas be non-obvious and ”sound bad"?
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They should sound bad to other people, yes, but not to you and your peers.
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I agree. And, We can be blind to the obvious and be blind to our blindness.
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Novelty + utility are potent product ingredients.
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Its importance will appear differently to whom is differently
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Being novel is the biggest and hardest challenge of changing the culture even with its Discovery
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