My First Million
The best business ideas come from noticing what's working and doing it better, faster, or for a different audience.
“pretty much anyone could do this, but no one will do it”
What It Means
Many business opportunities exist that require boldness rather than rare skills, but most people won't pursue them due to social anxiety or pride
Why It Matters
Identifies a class of 'white belt businesses' perfect for first-time entrepreneurs who lack capital but have courage
When It's True
For service businesses that are socially uncomfortable but not technically complex
When It's Risky
When you overestimate how 'easy' something is or underestimate real skill requirements
How to Apply
Look for things successful people pay others to avoid doing
Test your comfort with rejection and embarrassment
Start with low stakes to build confidence
Example Scenario
“Street interviewing strangers for brand testimonials - requires courage to approach people and handle rejection, but no special technical skills. Most founders would rather pay someone else than do it themselves.”
Related Knowledge
intensity knob is cranked past the 10 they broke the knob
Successful entrepreneurs operate with an extreme level of focus and execution that exceeds normal business intensity
Plant Your Flag Strategy
Committing deeply to one core thesis or vision rather than constantly iterating and pivoting based on market feedback
The Art of Noticing Framework
Developing heightened sensitivity to details, inconsistencies, and opportunities that others ignore or take for granted
Start your first business to learn entrepreneurship fundamentals
Making $200K+ annually, learning real business skills, building confidence and network for bigger ventures later
Beginner's Mind in Expertise
Outsiders often make breakthrough discoveries in fields where experts are too close to notice what's changed or what's p
Taking simple ideas very seriously is the key to exceptional success
The constraint isn't finding the 'right' idea, it's developing the muscle to take any simple idea seriously enough to be