The next big idea isn’t “out there somewhere.”
It’s in your kitchen, your gym bag, or your daily routine. Something you already use that just needs to be better. The best products start when a founder finally fixes what’s been bugging them for years. We cover how to spot those opportunities, test them fast, and turn small insights into real traction.
For founders who are:
Searching for their next product idea
Building in a crowded or mature category
Trying to prove real demand without guessing
1. Mine your own habits for hidden demand
Your next product is probably something you already use. When something’s part of your life, you’ve already done years of market research. You know your product solves a problem because it’s solving yours.
Track what you use every day for a week. Don’t assess it, just list it.
Circle what you’ve hacked, combined, or replaced. Those are unmet needs.
Ask what part of it annoys you or feels outdated. That’s the starting point.
If you’ve already built a workaround, that’s your prototype.
What to do: Don’t chase new behavior. Find something you know that has room for improvement. Then create that improvement.
2. Replace theory with proof
Most founders get stuck trying to prove something that doesn’t exist yet. Skip the pitch deck. Build something small and see what happens.
Build the smallest version possible and use it yourself.
Share it 10 people. Don’t ask if they like it, watch what they do.
Track two metrics: completion (did they finish it?) and repetition (did they come back?).
When you see repeat behavior, that’s a signal to follow.
What to do: Forget validation. Look for proof. People’s actions tell you everything you need to know.
3. Lead with experience, not explanation
In every category, the basics (clean, functional, tech-enabled) are table stakes. What makes people buy again is how your product feels.
Find the sensory or emotional moment that defines your product.
Cut out anything that gets in the way of that moment.
Keep iterating on that one thing until it’s what you’re known for.
What to do: When users talk about your product, listen to what they say. That’s your real value prop.
4. Build relationships before reach
Growth doesn’t start with scale. It starts with people who actually care.
Start with people who already share your values or routines.
Design experiences that bring them together: demos, pop-ups, collabs, even group chats.
Make it easy for early customers to feel part of something.
Treat those first 100 people like co-founders, not customers.
What to do: Reach can be bought, but relationships compound.
Checklist: Finding opportunity in everyday behavior
Map the habits and products you already use
Identify the frustrations that actually slow you down (the frustration should be specific and observable)
Build and test a small, functional version with real users
Look for behavior (not words) shows engagement or repeat use
Turn early users into participants, not passive buyers
Bottom line: Big ideas rarely start as new inventions. They start when someone finally fixes what they already use, and makes it so good people can’t ignore it.
Know someone trying to get their food brand off the ground? Do them (and us!) a favor and pass along this playbook.