Ideas are abundant. Friction is evidence. — Jay ← Posts Most people wait for a brilliant idea before they start.

You don’t need one.

Pick something annoying, repetitive, expensive, or harder than it should be in your own life. Build the smallest thing that makes it better.

Maybe nobody pays for it. Fine. You solved a real problem, learned how to ship, and have an honest pitch:

I built this because I needed it. Maybe you need it too.

Friction while building

The more interesting part is what happens while you build.

Auth is painful. Payments flake. Email doesn’t deliver. Analytics are noise. SEO is manual grunt work. That friction is data, not just annoyance.

Your original product may not become the company. The tool you wished existed while building it might.

When you don’t have a problem

If you can’t find a personal problem, don’t invent one from a blank page. Look at what already sells. Browse TrustMRR, study small companies making money, and ask:

Can I make this simpler?

Faster?

Cheaper?

More reliable?

More focused on one customer?

Don’t clone the product. Start from proven demand and find your own angle. Then ship.

You’ll hit friction again. Treat it as signal.

Ideas are abundant. Friction is evidence.