I use the term "fool's gold white space" to highlight a common problem for innovation. People see a market that doesn't exist, and assume that one should exist.

Document, evaluate, focus, test.

Most startup companies have two people, and they figure out creative ways to swarm problems. They move faster and have more impact.

You have to make the decision about whether you want to avoid or you want to overcome the resistance.

The curious company studies the anomalies or the unexpected findings. The company that isn't curious ignores them or punishes people who don't do exactly what they set out to do.

Anytime you see a constrained market, where consumption is limited to those who have special skills or are wealthy, that signals an opportunity for innovation.

Good innovators like to solve business crossword puzzles.