Field Guide
Aspiring entrepreneurs, first-time founders, professionals considering entrepreneurship, and anyone who wants to start a business but doesn’t know what business to start.
You Want to Start a Business. Now Find One.
Want to start a business but don’t know what business to start? This practical field guide helps you find business ideas by spotting real problems, frustrations, desires and opportunities in the world around you.
You know you want to become an entrepreneur. The problem is, you don’t know what business to start.
You don’t need to sit around waiting for a brilliant business idea. And you certainly don’t need to invent something nobody has ever done before.
This practical field guide and workbook gives you a simple process for finding business ideas in the world around you.
You’ll start by defining the kind of life you actually want your business to create. Then you’ll spend seven days observing real problems, frustrations, desires, changes and opportunities — without immediately trying to turn everything into a business.
From there, the guide helps you examine what you found from two perspectives: whether there may be a genuine opportunity, and whether it could be the right business for you.
By the end, you’ll narrow 10 observations down to three possibilities, choose one worth investigating, and know what questions to ask next. No brainstorming 100 startup ideas. No waiting for inspiration. No pretending every problem is a business opportunity. Just a practical way to go from: “I want to start a business, but I don’t know what.” to: “This is an idea worth investigating.”