New Ideas: SPF + Hair Growth Serum

Saturday, 6 August 2022

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I joined a kayaking team-building event on a hot sunny day. It's worth mentioning that I do not wear (or own) hats or caps. The main reason is I look stupid wearing them—my vanity. After a couple of hours of kayaking, my hairline was the colour of a lobster. In a few days, it started peeling like a snake. A Zoo-situation on my scalp that looked like a major dandruff problem. Not a beautiful sight. 

It's been a few years since I started noticing my hair thinning. My burned scalp was yet another painful reminder that the hair density was not what it used to be. Did I reach the point that I need to start applying sunblock with a cotton bud into my hairline? Am I going to grease up my hair like that after just washing them? Oh no. 

A quick google search directed me to Amazon, which sells non-greasing sunblock for hairlines. A genius product, isn't it? I thought about it for a moment. When my hair started thinning, I got fancy leave-in sprays to minimise the shedding. My logic here is this. You lose hair so much that you buy a special spray to keep them there. This means, you probably also have an issue with the sunburned scalp. The areas that need hair are also the areas that need sunblock, right? 

Why not combine the hair-thickening sprays with sunblock? One less bottle on our shelves and one extra benefit to our hair. 

If you decide to create this product or know of any company that has this, drop me a message, and I will become forever grateful to you and forever customer of theirs.

The above idea came from a frustration that I wrote down and then thought about it for a few days.  One of the best approaches is to keep writing down your daily dose of frustrations. If it frustrates you, it probably pisses everyone else too. Ok, perhaps it is just you if you are a major grouch, but you got the point. After you find your frustrations, you can use the 3C Creativity Tool to start innovating. This idea was created with the Complimentary Combinations

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The Quick-Start Guide to Becoming an Ecopreneur

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You’ve decided to use your passion for the environment and business skills to do good in the world. Ecopreneurship is the ideal option for merging your entrepreneurial spirit and love for Mother Earth, but it’s essential to understand what you’re getting into before diving in headfirst.

As with any type of business, starting and running an eco-conscious company requires dedication, hard work, and know-how. Business Idealists want to help you launch strong with these practical tips and resources!

Do Your Research

The first step is to determine precisely what is involved in ecopreneurship. Here are a few tips to kick off your research:

  • Learn about the triple bottom line method (i.e., environmental, social, financial) that ecopreneurs adhere to. 
  • Look into other successful green businesses and corporations, and learn how they structure and operate their organizations. 
  • Learn how to partner with other eco-conscious entrepreneurs and organizations.
  • Consider returning to school for an online business degree.

Set Your Business Up for Success

Now, to the business side of things. Here’s how to position your eco-friendly startup for long-term success:

  • Create a business plan that thoroughly describes your values, mission, target audience, financial goals, marketing strategies, and more. You can learn how to start a new company here.
  • Choose a location for your green business (e.g., retail space, office park, your home).
  • Establish a reliable accounting system using reputable cloud-based software
  • Select the legal structure (e.g., sole proprietorship, LLC, partnership) that your company needs to thrive. 

Spur Long-Term Growth

Getting started is a feat. But you must know how to sustain success. 

  • Develop a visual identity and voice that reflects your mission and values.
  • Promote your environmental brand and boost your online presence via social media, email, and paid ads. You can take it up a notch by creating eye-catching banners for your digital marketing materials. 
  • Invest in cost-effective marketing and organization tools.
  • Find a mentor and network to meet other eco-conscious professionals.

Yes, becoming an ecopreneur is the perfect way to combine your passions for planet earth and business. But don’t get too deep into launching your company without first having a firm grasp of what to expect. Implementing the tips above will help you start on the right foot, but never stop learning how to strengthen your knowledge, skills, and perseverance!

If you enjoyed this article, you can find more helpful content on!

The article was written by a guest author: Joyce Wilson

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A scientist, a queen and the devil walk into a discuss your next idea.

Tuesday, 22 June 2021

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A scientist, an artist, the devil and a queen walk into a bar. Don't be fooled; this is not a start of some joke. It is yet another creativity tool to help you find the most fruitful & implementable idea. Here is how it works. 

Imagine that the scientist, the artist, the queen and the devil get together to discuss an interesting topic. The topic is the problem you are trying to solve—the more specific your problem, the better. 

Let's say that you want to create productivity guided journals, and your challenge is how to make them successful and sell at least 10,000 copies within the first year. 

The four characters are your archetypes that present themselves in many meetings and other group dynamics. You will notice that a person often switches between several roles as the discussion progresses. 

This creativity tool helps you streamline and organize this process for the most efficient, focused and impactful outcome. What's more, you can do this exercise completely alone. 

The four archetypes & what they represent

The scientist

The scientist is your 'nerd', the data-driven archetype. They want to know everything, understand everything and find out answers. The scientists will ask questions such as: How much will the printing cost? Where will it be printed out? How will it be shipped? 

It is that friend (or your aspect) who can kill your creative buzz with practical questions and extremely valuable to make any creative idea achievable. The scientist's role is to ask these questions and do the research to find most of the answers. They are the ones who will make everyone pause for a second and do the necessary research. They will want to base their decision on facts. 

The scientist's genius: The scientists find facts and aim at making informed decisions to ensure the success of your projects. 

The shadow aspects of the scientist: If you do not keep the scientist in check, she may quickly go down the rabbit hole of over-researching and never making the final decision. Every project has an element of the unknown, and the scientist has to be able to let go, take some risks and work with some 'assumptions' and 'educated guesses'. 

The artist

The artist is your creative aspect. It is the one who gets quickly excited and can come up with one hundred ideas no matter how practical or impractical they are. The artists ask questions such as: How can we make it better? How can we make it more interesting, unique, more fun, more valuable, stand out? What would make it cool? Which idea would give the most value? The artist pushes the status quo. In comparison, the scientist would pick the most practical and doable concept, but the artist advocates for an idea that is the most creative and valuable to users. 

The artist's genius: The artist is your creative mind. We are not speaking just about artistic creativity but any creative ideas. For the artist, the opportunities are limitless. 

The shadow aspects of the artist: The artist may come up with lots of ideas, that is also lots of impractical ideas. They may have difficulty choosing one idea. Alternatively, they get too excited about an idea and have an even more challenging time letting go. If others start nitpicking their creative genius, they may get stubborn and overprotective, especially when they feel that others do not share their vision. The artist may not take enough time to think about implementing an idea and may oversimplify the concepts. 

The devil

The devil is a unique archetype. The devil is the so-called 'devil's advocate' and, in other words, your typical 'party-pooper'. In the creative process, the devil has a very critical role. Their task is to find all possible issues with your idea. While often buzz killers, they may be able to prevent your project from failing by identifying all flaws ahead of time. After the devil points out all the issues, your task is to make sure you have a solution to most of them. 

The devil's genius: They can see issues and flaws in ideas where others can't. Foreseeing and forecasting future problems is one of their strengths.


The shadow aspects of the devil: They may discourage you from an idea that could have been successful. If the devil gets to speak too soon in the creative process, they may kill the creative flow early on. 

The devil and the artist are almost the opposite archetypes, yet they need to work closely together to produce creative yet successful ideas and projects. The key here is that both the devil and the artist have a dedicated time and space to speak. If this time is unstructured and they can talk over each other, frustration usually festers. 

When it is a time for the devil to speak, her time needs to be presented as a necessary time in the creative process. Otherwise, the people who are 'using the devil's archetype' are often labelled as 'too negative' and dismissed. As a result, 'the devils' on the team often stop speaking up and pointing up issues with an idea, which leads to more significant disasters later on. If we listen to 'the devils' and truly hear them out, your business will always be more successful. 

The queen

The queen archetype is your leader and decision-maker. She does not speak much, instead listens. She can condense the topics in a few sentences with critical points. 

The queen's genius: The queen's strength is her ability to draw conclusions and summarise critical topics. She can pick which issues are already solved and which need further analysis and decisions. The queen archetype represents a unique mix of mediator and leader. She is the sense of reason when others become too involved in their archetypes. 

The shadow aspects of the queen: The queen is drawn to finding conclusions. If she becomes impatient with the bickering of the others, she may tend to jump into final decisions prematurely. This happens when she wants to ensure that the project is moving quickly enough to meet the timelines and overall goals. 

The queen needs to find the right balance between making quick decisions yet being patient with the process. She has to decide when the idea needs more information and thus entrusting the scientist with further research when is the time for the creative ideas, and when is the time for the devil to speak up. She is the one who can stop others from interrupting and giving equal space for each member. 

How to utilize the four archetypes?

Now, when we understand the four archetypes, we can get their support in our creative process. Instead of finding four people representing all four archetypes, you can switch the roles on your own or with other participants. The process is simple, put yourself in the scientist's shoes, the artist, the queen and the devil. I genuinely feel their role and 'spirit' will come through you on the blank canvas of your next project. 

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How to create a killer business name.

Thursday, 3 June 2021

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Picking a business name before settling for one business idea is like buying a wedding dress before getting a boyfriend. It is exciting, and all, but chances are you will get stuck with a misfitting name (and a dress). Having said that, choosing a name is super-exciting, and I am guilty of coming up with names, and picking wedding dresses, way too soon. This article will take you through the key points to consider when picking your business name.

Do you already have some names up the sleeve? Check if you can answer 'yes' to all the below. 

  1. Is it memorable? 
  2. Is it easy to spell and pronounce? 
  3. Is it relevant but also expandable?
  4. Is it better than your competitors? 
  5. Is it available (URL, trademark, social media)? 
  6. Does it have only positive meanings in other languages? 

I prepared a bit more detail for each category in case you do not have any name yet or if you replied 'no' to any of the above. 

1. Make it memorable. 

This seems obvious: when you mention your name to anyone, you want it to stick. You want it to stick so that people can find you later. Usually, you will remember some words and word combinations more easily than other. So what makes names memorable? Here are a few tips.

Unique combinations 

Unique combinations will make your audience pause for a second. This extra second will be an extra second to digest the name and remember it for longer. The combinations can be complementary, contradictory or completely random. If your business idea is based on one of these combinations, you will have an easy job coming up with your name. 

Some examples of unique name combinations are Mystery & Make-up (complimentary), Pink Floyd (random), Rolling stones (complimentary), Guns 'N Roses (random). 

Alliteration, Rhythm & Rhymes 

Names that rhyme or have a rhythm are easier to remember. So do names with alliteration, that is, when the same letter or sound occurs at the beginning of two words. People also enjoy saying them. There is a fine line between a creative name that sticks and a cheesy one. For that reason, I prefer names with alliteration and rhythm instead of rhymes. For example, Coca-Cola, Best Buy, BlackBerry, Dunkin’ Donuts, Brooks Brothers are so easy to remember thanks to alliteration and rhythm. 

Try to come up with a few name variants that have an alliteration or rhyme. If you get stuck with words, you can use pages such as for synonyms and antonyms and RhymeZone to find words that rhyme. 

Tell a Story 

Creating stories is one of the tricks to memorize long lists of unrelated words. Our brain is capable of retaining stories substantially longer than word combinations. You may have a story about how you came up with your name, or even better, have your name tell the story. 

One of my side hustles was called Blue Moon Studios; why? Because I got to work on it only once in a blue moon. Unfortunately, this was so much true that it never fully took off. 

The founders of ‘Virgin’ admitted through their name that they were completely new to the business, hence the name. I bet you will never forget their name now.

2. Make it easy to spell & pronounce.

Once, I was helping a friend to come up with a band name. After some wine and throwing ideas around, we came up with the name Gypsy Genes. My friend saw himself as a bit of a nomad and gypsy soul, so it fit him and his music. He was immediately sure that this was the name. The rhythm of these two words made it easy to remember and pronounce. However, the name had one pitfall, which we did not see. When the name was announced on the radio, people thought it was Gypsy Jeans

Try to say your name out loud. Share it with someone and ask them what they understood. Imagine how understandable it will be when you say it over a call when the signal is not strong. Once you start hustling, you will be spelling your name over a call a lot. Make it easy on yourself! 

3. Make it relevant but expandable. 

I remember a story from a successful entrepreneur who wanted to name her business after her dog, and so she did. She owned a candle business. It took her about a year to convince people that her business is not about dog cookies. 

Your name does not have to be necessarily related to your core products. Some even argue that associating it too closely with your core product may lead to future troubles. Mostly if you decide to add new products to your product line. 

On one hand, if you relate your name directly to a specific product, your customers will easily understand what you are about. On the other, if your name is loosely connected to your business, you will have more expansion options. The right choice depends on what you plan to do. 

Consider relating your name to your business core that is such a key point of your business idea that it won’t change. Such a core can be some of your business values or why and how you do what you do. 

Your name should, however, not be easily relatable to completely unrelated industries. Try to share your name ideas with someone who has no clue what your business is about and ask them for feedback. This may be the best investment of 5 minutes. 

Can you see what Fiverr, Shopify, Pinterest, Facebook, Paypal and similar companies have in common? The names are directly related to what the business is about. Fiverr is about gigs that cost 5 dollars, Shopify, and the rest does not need an explanation. The names communicate what the business is about but do not prevent its growth. 

4. Make it better than your competitors. 

Check out your competitors and the names they choose. Check out other businesses similar to yours that are located in other countries. What is it that they did right, and what is that they could have done better? Is their name more memorable than yours? Then you better sit down with a pen and paper and keep brainstorming. 

5. Make it unique.

Speaking of competitors, your name definitely cannot be too similar to any other business. Trademark protects a name from using or creating nearly identical names. The related law will prevent you from using Adldas, Starbacks and similar. Now to the tricky part. In U.S., the law states that certain sets of words are considered the same such as curtain and blind. In that view, Betty’s curtains and Betty’s blinds would be considered as the same name and not allowed. 

When I am coming up with names, I immediately check each for available URLs. It happened to me way too many times that I got excited about the name, which was taken. 

If you plan to have your business only in a specific country, picking your local domain may solve this issue. Avoid adding dashes to your URL so that you can keep your favourite name. People will keep forgetting the dash and ending up at your competitor's site! 

If your URL is available, check the key social media accounts such as Facebook, Instagram, Pinterest for availability. While you would be able to create alternative usernames, it will always make you a little more difficult to find, and besides, your business cards will look a little untidy. 

6. Make it foreign-language-friendly. 

Maybe you plan to stay in your home country and never step across borders. Even so, cross-check that your name is not something obscene in another language. It will prevent unwanted attention and traffic. If you have any other tips on the best name, share them in the comments below.

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Supercharge your business idea with the 3C Creativity Tool

Sunday, 30 May 2021

Do you want to start your own business or improve your existing business? If so, this article is for you. It does not matter what the core concept is. Be it a vegan restaurant, facemask business or yodelling classes. You have a choice to make. What is it that will make you unique? What will make you stand out from all the competition? 

You can always aim at outperforming everyone in quality, amazing service, locally sourced bio produce, or the best fabric. This is all well and good but it is unoriginal, and to be honest a bit boring. I want you to challenge yourself. 

Sit down with a pen and paper and try to push your idea to the next level. Create something unique that was not done before or at least something that was not done before in a particular, unique combination. For short, I refer to it as the 3C Tool. The below points will help you through this process.

1. Complimentary unique combination 

In this step, you are challenged to find unique idea combinations to create extra value. Add to your idea something that fits well with your initial idea. Start with a simple exercise that will let you brainstorm as many ideas as possible. Even better, play this game with someone else. There is only one rule; no idea is judged at this stage. All are written down. 

Play a game with words associations.  Visualize and write down your initial idea, for example ''vegan restaurant". Do not limit yourself to ideas that are related to food. You can add anything that comes to your mind such as; yoga, avocado plants, mediation, mandalas, juices etc. After you create a list of associations, create a new list. The second list will focus on how the concept can work with the initial idea e.g. a vegan restaurant where customers can colour mandalas while waiting for food, a vegan restaurant with food presented in mandala shapes, vegan restaurants that use mandalas on plates etc. Once you are done, read an article on how to evaluate your ideas and choose the best one

Example of success: A local business called "Gin & Tapas'' offers, yes that is right, gin and tapas. What’s more, everyone knows them and everyone loves this unique combination. Their restaurant stands out and is very memorable. They combined two complimentary ideas and it was a hit. 

Another example is Mystery & Makeup YouTube channel by Bailey Sarian. Bailey shares gruesome crime stories combined with a make-up tutorial. Who would have thought of that? She did, and she did it so well that her videos have around 4 million views each. This unique combination makes her stand out from the crowd. Moreover, she figured out what her female audience liked: crime stories and makeup. This combination may seem random, but it is complimentary thanks to a deep understanding of her audience. 

2. Contradictory unique combination 

Contradictory combinations work on the same principle as complimentary ones. The only difference is that you will come up with ideas that are somewhat contradictory to your initial concept. This exercise is a little difficult so the game has slightly different rules. 

Game: First, come up with 3 words that you consider contradictory to your initial idea. Write these down in 3 separate columns, then write down word associations to the 3 contradictory words. If we stick with the example of a vegan restaurant, three contradictory words are e.g. meat-eaters, barbecue, hunter. Underneath the meat-eater category, the associated words are e.g. animals, meat-flavour, traditional & festive dishes. Underneath barbecue, the word associations are e.g. summer, beers, chicken wings, burgers, barbecue sauce. Underneath the hunter category, the words are e.g. masculine, strong, rough. 

The next step is the same as in the previous game. Start creating unique combinations from your ''contradictory'' list, e.g. a vegan restaurant that specialized in traditional meals, but with a vegan twist; a vegan restaurant that focuses on attracting meat-eaters; a vegan restaurant that has rescued rabbits living in the restaurant; a vegan restaurant that combines craft beers with vegan burgers; or a vegan restaurant that is decorated in posters of some hard-core looking tattooed men who are vegan. 

Example of success: Beyond Meat took the vegan world by storm. The company did not try to compete with other vegan products; instead, its aim was to position itself as an alternative to meat and attract the meat-eaters. That is combining some contradictions. Today it is recognized as one of the most innovative companies in the food industry & a leader in the vegan food industry. Today its estimated value is anywhere between $12 billion and $18 billion, and it is expected to become the next $40 billion food company (at least according to 

3. 'Crazy' random unique combination 

Here, the main aim is to explore uncharted territory and come up with a novel idea that was unlikely used before. In this case, the game is slightly different from the previous two versions. 

Write down three unique words that come to your mind. If you want to challenge yourself even more, use a random word generator. Beneath your three words, list the associated words that you can come up with. After that work again on creating unique combinations with your initial idea. My three words from the generator were: trainer, language and singer.  If we stick with the example of a vegan restaurant, some combined ideas are a vegan restaurant that offers cooking lessons, a vegan restaurant that shares recipes, a vegan restaurant that offers vegan dishes from my travels around the world, and a vegan restaurant with dishes inspired by famous singers etc. 

Example of success: Rainbow bagels are a so-called 'must-have' if you visit Brooklyn. Scot Rossillo, who calls himself ''World’s Premier Bagel Artist'', combined art with bread. This unique idea combines two very unrelated topics. Rainbow Bagels business skyrocketed when their colourful bagels hit Instagram. 

Important takeaway: When you come up with ideas for your business, especially if you are in the restaurant business, always consider what may be "instagramable''. 

After the 3 exercises, you will end up with quite a list of unique ideas that can help you stand out in the industry. The next (equally important) step is to evaluate and pick the idea with the most potential

Here is an example how you can use 3C creativity tool. 
Download your free copy of the 3C tool from Dropbox. It may take a minute before it loads.

What are other examples of creative ideas that use a complimentary, contradictory, or random combination? Leave a comment below.
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Mirror, mirror on the wall what is the best idea of them all.

Friday, 14 May 2021

You are probably one of those creative minds that pop ideas like popcorn on a hot pan. You want to do them all, and you want to do them now. That is until you get paralyzed with the sheer amount of choice. You are experiencing 'idea fatigue'. 

Your creative mind can quickly get out of control and behave like a kid in a candy store. Wanting to touch and taste everything. Like a kid, even your mind needs to have a 'parent' to guide it to the best choice. 

Important takeaway: The surprising truth is that you need to organize your creative mind. 

There is a time when you should let your creative mind get loose and just come up with as many ideas as it dares to. There is also a time when you need to be very structured in evaluating and selecting the best idea. The best idea that solves your problems and that can turn into the most profitable innovation. This article is just about that. 

1. What is your goal? 

A clear goal will make selecting your idea so much easier. That is even if you are relatively vague about your goals. Do you have multiple goals? Write all of them down. 

Here are some examples: 

  • I want to be able to support myself while I travel. 
  • I want to live in various places. 
  • I want to be able to have enough time for my kids during the day. 
  • I want to create something that will make the world a better place.

Now, mark the goals that are must-have with M and nice-to-have with N. This will come in handy later on.

2. Understand the core problem 

What problem will your idea solve? The better your problem definition, the better your innovation. All innovation should provide value. Otherwise, what is the point of doing them? 

Your customers will find your idea valuable if you are solving some of their current problems. The bigger the problem, the higher your opportunity to succeed. Not sure if your idea is solving any problem? Read the article on why you should base your innovation on your frustrations. 

Here are some random examples of problems: 

  • Fast fashion does not last long, and production is one of the most polluting industries. 
  • Fast fashion is made of cheap materials which are not always good for the skin and do not last very long. 

Like most of us, you have multiple ideas. Write at least one problem for each. 

3. Choose your criteria 

Now, we are getting to the pragmatic step. You will need to come up with several evaluation criteria based on your goal and the problem you are trying to solve. I know this may seem tedious, but it may be the most valuable thing you will do before committing to one idea

Based on your goals, you may decide to pick criteria such as: 

  • Profitability 
  • Scalability 
  • Opportunity for remote work 
  • Hourly commitment 

Do you have ideas that each tries to solve a different problem? Choose one criterion such as Problem resolution.

Do you have many ideas that solve the same problem? Write down the core of your problem, such as: 

  • Sustainability 
  • Quality 

Write all your ideas and criteria in a table. The ideas will go in a column and the criteria will go in a row. Here is a free idea evaluation template to download. 

The final step is to give a number from 1 - 5 to each criterion based on importance. 5 being the highest and 1 being the lowest. All the criteria you marked M (must-have) in the first step should be given marks 4 or 5. All criteria that you marked N (nice-to-have) should get a number below 3. 

4. Score your idea 

Go through the list of ideas and assign it a number from 1 - 10 based on how much it meets specific criteria. 10 being the highest score and 1 being the lowest one. 

Let's say one of my ideas is to start an online coaching business. I will rate it high on the 'opportunity for remote work' but low on 'scalability.' 

After I plug in all my ratings, I will multiply each number by my number assigned to my criteria. For example, the online coaching business is 1 on scalability because it is not easily scalable. The importance of scalability was 4 (fairly important). I will multiply 1 x 4, resulting in a total of 4 for scalability. 

In the end, you should get to a final score for each idea. The idea that scored the highest is your best bet. The results are based on your current evaluation of what is essential. If you change your criteria, your scores will change. You need to somewhat know what you want and what is crucial for you. 

You may say: Hey, but the idea that is ranking the highest is not the one I am excited about the most. Well, maybe your criteria for excitement should be added to your table. Just keep in mind, if you give the highest value on excitement, you may be the most excited about it, but it may not be the most profitable. It is the choice that you and only you have to make. 

Once you have your core idea, try to bring it up to the next level with 3 simple games

Good luck and happy innovating.

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In 3 steps, turn your frustrations into business ideas.

Tuesday, 6 April 2021

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Do you want to come up with a successful business idea? Start with your daily dose of 'Fuck'. 

Step 1: Write down your frustrations. 

Find a notebook, ideally a pocket size. Even better, create a notebook on your phone (we all know you bring it to the bathroom, ewww.) 

Write down everything that stirs up that feeling:  “fuck this shit” (yes, this page is for an adult audience only). 

  • Did you go to brush your teeth and the toothpaste cap fall on the floor? 'Fuck' - write it down. 
  • Is your towel still slightly wet from yesterday? 'Fuck' - Use it quickly & write it down. 
  • Your kid threw a tantrum because he did not want to brush his teeth. 'Fuck' - write it down & pour yourself a glass of wine. 
You get the gist. Within a few days, you should have a pretty long list. Your frustrations are likely shared by thousands (if not millions) of people every single day. This is your business opportunity. I recommend you keep your notebook handy for the next couple of weeks. You are likely to come across frustrations and subsequent breakthrough ideas. Don't give up. 

Key takeaway: Turn your frustrations into opportunities. 

Step 2: Rewrite your frustrations into problems. 

The better you define your problems, the more successful you will be in coming up with valuable ideas. Your frustration is an outcome of a problem. Something is not working as you expected or needed.

Defining a problem is not an easy task. It will get easier if you first describe why the situation frustrated you. Give it a few trials until you get to the core. 

  • A toothpaste cap fell because my fingers are too big. 
  • A toothpaste cap fell because I tried opening & closing it with one hand. 
  • A toothpaste cap fell because it is small and not easy to screw on. 
  • A toothpaste cap fell because there is a toothpaste residue that makes it difficult to screw the lid on correctly. 
  • A toothpaste cap fell because the toothpaste residue hardens when exposed to air which makes it difficult to screw the cap quickly back. 

Rewrite the above details into a problem definition:  A toothpaste cap is hard to screw on, especially with one hand because the cap is small and toothpaste residue hardens over time around the threads, making it more difficult to screw on the cap. 

There is already a solution to some of these issues,  a flip-top cap. The innovator of the flip-top toothpaste cap came up with the idea to address most of the above problems. As he said, ''the flip-top cap permits consumers to open and close the tube with one hand while holding the brush in the other. It also eliminates the problem of lost caps.'' 

The flip-top innovation is a solution to some of the problems with toothpaste caps. It does not address the residue that builds up on the threads, interfering with the cap screwing on properly. So, maybe this is your niche! 

Step 3: Come up with solutions to your problem. 

As we covered in the flip-top toothpaste caps, coming up with a solution to your problem is also a critical step. This step will, however, not be successful unless you understood and defined your problem. Start this step only if you finished step two. 

Take a piece of paper or a sticky note and make an exhaustive list of ideas to solve your problem. Now, scrap all the ideas that are cool but do not actually solve your problem. 

Finally, evaluate your ideas and choose the best one. The simple solutions are often the best ones. After this step, there will be many more to come, such as prototyping, user-testing, more prototyping, and all that jazz. 

Key takeaways: You have to define your problem well, and the majority of successful businesses solve some critical problem. So, start your next business idea with ‘fuck this shit!’. Let's repeat it out loud.

Happy Innovating! 

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