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  • Aaron Wolfson thinks this is interesting:

Let’s imagine that, instead of spending time brainstorming brilliant ideas of products that nobody’s ever thought of, you’re going to go about finding a product idea in a totally different way. You are going to discover a problem that exists within your target market that you are capable of solving.

From

Cover of UX for Lean Startups

Note

Don't assume you "know" what will work.