By Guy Raz

Good ideas are hard to find and hard to get right, but once you find one it makes it super hard to turn away from - that’s what makes it so intimidating.

No matter what kind of business you’re thinking of starting, the intersection of personal passion and problem solving is where good ideas are born and lasting businesses are built.

The way to get startup ideas is to think of problems, preferably problems you have yourself.

Failing is scary. Wasting your life is dangerous.

The scariest part is the unknown.

Risk mitigation- many entrepreneurs continued working in their jobs or had fall back plans while working on their ideas

Daymond John/Phil Knight examples

People don’t know what they want until you show it to them. That’s why I never rely on market research. Our task is to read things that are not yet on the page. - Steve Jobs

Need to do homework to fill in gaps of understanding.

Partners are essential.

Bumble story - a bigger message/mission.

Knowing your story and being able to clearly articulate it to the world why you exist is one of your most important challenges as an entrepreneur.

OPM - puts extra pressure on you to succeed (tool for making you better)

Typically there are two phases to the iterative process prior to launch:

The first involves tinkering with your idea until it works and you as it’s creator are satisfied with what you have

The second entails exposing your working idea to the public and tweaking the product based on their feedback until it catches on