Tom Krieglstein argues passion for a topic won't build a business. Instead, ask what problem you care enough about to spend ten years solving. The best ideas hit home for the founder, driving them through failure until overnight success arrives after a decade of work.
I'm passionate about peanut butter. I am. I love it. I'm also passionate about my family. I am. However, neither of those I would build a business around. And so if you're asking yourself what are you passionate about? Or someone asks you what are you passionate about? And go after that, maybe that's the wrong question. Instead ask the question, what's the problem in the world right now that I care so much about that I'm willing to give the next 10 years of my life to figuring out how to solve? That's a better way to be able to create a business. And even better is if that problem directly impacts you because you're gonna be so passionate about fixing that problem that you'll put the effort in day after day after day after day when it doesn't work and it doesn't work and doesn't work. And then eventually you become an overnight success 10 years in the making.
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