Finding a great business idea means spotting real problems that matter to people. Entrepreneurs look for push factors (urgent pain points or needs) and pull factors (new trends or technologies creating demand) and then test them with customers. For example, many startups begin with the founder’s own frustration (a push factor) and then see if others feel the same. The Lean Startup approach stresses rapid learning: interview potential customers to ask, “Who has this problem and how do they handle it today?”. By focusing on concrete problems (e.g. “I can’t find healthy snacks at my campus” or “my baby cries from gas”), founders turn daily hassles into ideas. In other cases, external pull factors ignite ideas: a new technology or trend can create demand no one knew they had. For instance, the rise of smartphones pulled entrepreneurs to create app-based services. In short, look at both customer frustrations (pain points) and changing markets to recognize opportunities.
Customers themselves are often the richest source of ideas. When you empathize deeply with users, you uncover needs they may not even voice. One expert notes that “behavior doesn’t always match what people say” – by observing real customers, entrepreneurs find hidden problems. For example, watching someone juggle heavy groceries might inspire a new carrying tool. In practice, this means talking with and watching customers closely. Listen carefully to their frustrations and watch their actions. Small clues – a sigh here, a workaround there – can spark a new product. By actively seeing and feeling what the user experiences (walking in their shoes), you surface the most valuable opportunities.