This is a common question in job interviews. And yet, would you believe that most companies don’t understand the importance of having a problem? They start with an idea for a product or service — in fact, they’re usually trying to improve on something that already exists — and then they build their company around that. Of course, growth is hard if you’re solving no one’s problems.

All the tools are available online to help you. Then all you have to do is look around and be more observant than everyone else. There will always be problems that people wish were solved. A need that they agree on but no one is satisfying. That void is your opportunity to leap into action before anyone else does.

An ideal business is one that provides something so compelling that people are willing to pay for it. This is true for people who start businesses, and it’s also true for the businesses themselves.

You’re better off focusing on the market rather than on clever technology. What most startups focus on is technology and not the market. As a result, lots of companies with cool technology fail.

It has to solve a real problem. It has to be something people want. And you have to build something better than what’s come before.

• Where is it?
• What are they missing?
• Who are the people paying the price for this inefficiency?

This is what you can use to develop a solution, to fill in the gap.

People innately distrust those who are not genuine, those who try to be something they aren’t. The more people can relate to you as a human being, the easier it will be for them to connect with you.