Three ways to start a business: solve an existing problem better (execution risk, steady income), create a market for something people didn't know they needed like Facebook (product-market risk, biggest upside), or tackle a hard technical problem like automating sales calls (technical risk, high reward but uncertain).
There's 3 options for starting a business. Solve a problem better than other people. That's execution risk. Second, solve a problem that no one knew existed. Oh, everyone wants to be connected online, AKA Facebook. That's product market risk. Third, solve a problem everyone knows about but is hard to solve. If I said, hey, I can have a machine that can take sales calls for you, I don't need to like get you to believe that's valuable. They're just like, I don't believe you can do it. That's technical risk. The surest money is in the first one. The biggest money is in the second and third.
