Finding the Right Idea

Not every good idea is the right idea for you. The best business opportunities sit at the intersection of three things: what you're passionate about, what you're skilled at, and what the market will pay for. Find that intersection, and you've found your sweet spot.

This briefing will help you evaluate potential ideas against this framework and make an informed decision about where to focus your entrepreneurial energy.

The ideal business idea exists where three circles overlap: Passion (what drives you), Skills (what you're good at), and Market (what people will pay for). Miss any one of these, and you're setting yourself up for struggle.

Passion matters because entrepreneurship is hard. When obstacles arise—and they will—your passion is what keeps you going. Ask yourself:

• Would you work on this even if you weren't paid?
• Does thinking about this energize you or drain you?
• Can you see yourself doing this for 5-10 years?
• Do you naturally consume content about this topic?
• Do others come to you for advice in this area?

Your skills determine what you can actually deliver. This includes both hard skills (technical abilities) and soft skills (leadership, communication, resilience). Consider:

• What skills did you develop in the military that apply here?
• What do people regularly compliment you on?
• Where do you have a significant head start over competitors?
• What can you learn quickly given your background?
• What tasks come easily to you that others find difficult?

The market determines whether anyone will pay for your solution. A great idea with no market is just a hobby. Evaluate:

• How many people have this problem?
• How much are they currently paying to solve it?
• Is the market growing, stable, or shrinking?
• Can you reach these customers affordably?
• What's the competitive landscape?

Not every idea will work. Knowing when to pivot (change direction) versus persevere (push through obstacles) is crucial:

• Pivot when: Customers consistently say the problem isn't painful enough, no one will pay even at low prices, you discover a better opportunity
• Persevere when: Early customers love the product, problems are execution-based (not fundamental), you're making measurable progress

Summary

The right business idea sits at the intersection of passion, skills, and market opportunity. Evaluate potential ideas against all three dimensions, and be honest about gaps. When validation suggests an idea won't work, pivot quickly. When early signs are positive, persevere through challenges. The goal is finding your unique sweet spot.