The journey
Stage 1
Notice a Problem
Start with what calls your attention, not what sounds impressive.
What this stage is
Noticing is the first business skill. Before you can solve, you must see — friction, waste, confusion, repeated complaints, workarounds people accept as 'just how it is.'
Why it matters
Every real business begins with noticing. Founders who train this skill never run out of opportunities.
Common mistakes
- ·Asking 'what business should I start?' instead of 'what problem keeps calling me?'
- ·Looking for ideas in trend reports instead of in daily life.
Reflection questions
- ◆What did I work around today instead of solving?
- ◆What complaint do I hear most from people I care about?
- ◆Which problem keeps showing up across years of my life?
Exercises
- ◆Keep a two-week problem journal.
- ◆List five things you worked around this month.
- ◆Sit in one online community and read 50 posts without responding.
Ready-to-move checklist
- I can name a recurring problem.
- I can describe how it shows up.
- I care enough to keep paying attention.
Real examples
- A founder noticed they kept Slack-DMing themselves notes. That friction became a multi-million-dollar productivity app.
Related principles
Recommended Resources
Keep going — gently and intentionally.
Helpful Tools
Recommended Next Step
Stage 2 — Understand the Problem