Great article. There are various views on the best method of finding that startup idea.

The trap is getting caught up with the solution (the what) too soon. The process should really start with the problem and who you believe it impacts.

Next you get out the building (as described by Steve Blank) and speak to potential customers. This way you quickly evaluate your early idea and determine if anyone will use it and importantly buy it.

Usually a strong sign of a winner is when customers are willing to buy the product before it is even built - sell first, build second. 1

For more inspiration, read up on customer development and Steve Blank.

[1] http://sparknlaunch.wordpress.com/2012/05/13/a-smart-bear-ja...