problem we are willing to pay for. They make money because they solve another problem -- how to get advertising in front of qualified customers. So a business has to find a problem to solve that customers will pay for. 6. A simple elegant solution . This is my personal preference. I like simple elegant business solutions. There is less waste and less to go wrong. So, there's my opinion. Do you agree? Is there anything you would add? Comments I agree Chris. Ethics is really important. And in a really practical way; like, are we concerned more about what our customer needs or making money? Do we think about the impact that our business has on other people and the environment? And ultimately, what are we doing this all for? Is our business helping us to live the life we want to live? Great post Susan and great comments everyone. I loved the comment around ethics and I'd look at it from a perspective of empathy, too. When building a business, you have an opportunity to step into your buying personas' moccasins, feel how they feel and build a deep empathy towards them. I think, this is the basis of a businesses -- to understand your users inside-out and address their problem in a relevant and empathic way as Susan explained in point #3. Great post and looking forward to future posts!! David About the part where you mentioned proven: There are some people who are willing to risk