As a marketer, I have seen many startups which spent a lot of time brainstorming ideas, trying to come up with the next big thing. They didn't build for customers by recognising their pain points but were building based on what they thought were the pain points of the user. But I understood that the best founders and startups identify opportunities by understanding the pain points and problems of the people they interact with and create solutions that truly met their needs. In short, if you want to build a successful startup or business, it's important to stop thinking of potential ideas and start observing the problems around you.