You want an idea that not many other people are working on, and it's okay if it doesn't sound big at first.

Startups are not the best choice for work-life balance, and that's sort of just the sad reality.

AirBnB happened because Brian Chesky couldn't pay his rent, but did have some space.

A related advantage of mission oriented ideas, is that you yourself will be dedicated to them.

To get the very best people- they have a lot of great options, and so it can easily take a year to recruit someone.

You want an idea that turns into a monopoly. But you can't get a monopoly, in a big market right away; too much competition for that.

The other piece besides focus for execution is intensity. Startups only work at a fairly intense level.