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Ideas for Startups
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"October 2005 (This essay is derived from a talk at the 2005
Startup School. ) How do you get good ideas for
startups ? That's probably the number
one question people ask me. I'd like to reply with another question: why do people think it's
hard to come up with ideas for startups? That might seem a stupid thing to ask. Why do they think
it's hard? If people can't do it, then it is hard, at least
for them. Right? Well, maybe not. What people usually say is not that they can't
think of ideas, but that they don't have any. That's not quite the
same thing. It could be the reason they don't have any is that
they haven't tried to generate them. I think this is often the case. I think people believe that coming
up with ideas for startups is very hard-- that it must be
very hard-- and so they don't try do to it. They assume ideas are
like miracles: they either pop into your head or they don't. I also have a theory about why people think this. They overvalue
ideas. They think creating a startup is just a matter of implementing
some fabulous initial idea. And since a successful startup is worth
millions of dollars, a good idea is therefore a million dollar idea. If coming up with an idea for a startup equals coming up with a
million dollar idea, then of course it's going to seem hard. Too
hard to bother trying. Our instincts tell us something so valuable
would not be just lying around for anyone to discover. Actually, startup ideas are not million dollar ideas, and here's
an experiment you can try to prove it: just try to sell one. Nothing
evolves faster than markets. The fact that there's no market for
startup ideas suggests there's no demand. Which means, in the
narrow sense of the word, that startup ideas are worthless. Questions The fact is, most startups end up nothing like the initial idea.
It would be closer to the truth to say the main value of your initial
idea is that, in the process of discovering it's broken, you'll
come up with your real"
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