Name the problem you solve

A business doesn't start with a product — it starts with a problem someone is already trying (and failing) to solve. Before touching a logo or a website, write one sentence: “I help [who] do [what] without [pain].”

The sweet spot sits where three circles overlap: what you genuinely love doing, what you're demonstrably good at, and what people already pay for. Two out of three gives you a hobby or a burnout — you need all three.