99 Problems, don’t be 1!

You have the best business idea! You’re sure of it. Your friends are cheering you on, your circle of industry insiders are giving you the nod, and in your mind, the millions are already rolling in. But here’s the thing: have you asked yourself if the idea is really solving a burning problem? Have you considered whether your target market still cares? Before you sink all your time, energy, and capital into a “sure thing,” remember—the market is fickle, and timing can be everything.

Are You Solving a Real Problem? Many entrepreneurs fall into the trap of romanticizing their business idea. The concept seems revolutionary, and excitement carries you straight into product development, hiring, and raising capital. The thing is, no matter how brilliant your idea may seem, if it doesn’t directly alleviate a customer’s pain point, it’s dead in the water.

Let me share a story. A friend of mine running a very successful business was approached by a business offering to list her services for free, sending her a stream of leads without her having to pay for advertising. On paper, it sounded like a dream! But the reality was far from ideal. Already at capacity, the thought of juggling multiple systems & adding a second booking platform would have required more manual work, which was a huge time drain she simply wasn’t interested in entertaining. The opportunity looked fantastic—until she realized it didn’t address her immediate needs or the pain points of her customers. It wasn’t worth the hassle.

Timing is everything in business, speed is your best ally. Take Netflix, for example. Before becoming the streaming giant, Netflix tested its original concept by mailing a CD to see if the idea of sending DVDs through the post would even work. They didn’t spend years developing an elaborate strategy—they got to the post office, sent the CD, and waited for the result. MVPs (Minimum Viable Products) like this are crucial because they give you real-world feedback without sinking months (or millions) into a full-scale launch.

Yet, even with an MVP, you have to move quickly. Markets change in the blink of an eye. A great idea today could be irrelevant tomorrow. Successful entrepreneurs understand this—they’re willing to pull the pin on an idea, even if they’ve sunk capital into it, if the market shifts. It’s not about being stubborn; it’s about knowing when the objective has changed and pivoting to meet new demands.

Similarly in any project delivery in your company, it is important to tract to the right metrics for the outcome, but know what the MVP is first, deliver that, test, improve and reiterate. I have seen firsthand projects that have gone for so long, they are blinded by the sunken costs and missed the market completely in the process. They took too long to deliver the first thing. Don’t be a fool.

Sunk Costs Don’t Guarantee Future Success! One of the hardest decisions for any entrepreneur is knowing when to let go of an idea. The money’s been spent, the team’s been hired, the excitement was there—but if the product or service no longer hits a pain point, it’s time to cut your loses. Take too long to implement, and you could end up creating and marketing to a legacy audience that’s already moved on.

Let’s return to my entrepreneurial friend. That partnership offering was a shortcut to more customers, but it was catering to a market that no longer suited her. She had outgrown the need for that type of exposure. Her business needed efficiency, not more layers of complexity. The same goes for your business idea. Are you clinging to it because you’re emotionally invested, or does it still serve the needs of your market?

The Entrepreneur’s Secret: Pivot When Necessary. The key to thriving in business is not falling in love with the idea itself, but with the process of solving problems. Great entrepreneurs are agile. They recognize that ideas are just that—ideas. It’s the execution and timing that matter most. If your idea isn’t making life easier for your customer, saving them time, or making them money, it might be time to pivot.

Remember, Netflix didn’t start as a streaming service—it pivoted as technology advanced and customer demand evolved. The founders weren’t fixated on DVDs; they were focused on convenience and solving a pain point: how to make it easier for people to access entertainment.

So, are you solving a real problem? If your idea isn’t cutting it, don’t be afraid to move on. Is your timing right? If the market’s changed, don’t waste time pushing a product to an audience that’s no longer interested. And most importantly, don’t let sunk costs cloud your judgment. Successful entrepreneurs know when to let go.

Business is about agility and continuous evolution. Test early, pivot fast, and always make sure you’re solving a real, relevant problem. That’s how you turn a good idea into a great business.