Surf a wave

A bad idea on a big wave can beat a great idea in a dead market.

Entrepreneurs love talking about ideas and founders.

We probably underestimate the market.

A great entrepreneur can spend years pushing something that the world simply isn't ready for.

At the same time, an average entrepreneur can build something imperfect during a massive technological or behavioral shift and grow incredibly fast.

Mobile created companies.

Cloud created companies.

Crypto created companies.

AI is creating companies.

The wave does part of the work for you.

Customers are already searching. Investors are paying attention. New behaviors are forming. Existing companies suddenly need new tools.

Instead of asking only:

"What is a good business?"

Ask:

"What is changing very fast right now?"

Then find a way to surf it.

You still need to paddle.

But it's much easier when the ocean is moving in your direction.