The keys to being an entrepreneur, by Israel Ruiz
Key 5. If there's no market, there's no opportunity
“Solving a challenge that has not been solved before does not necessarily lead us to an entrepreneurial or market opportunity.”
“Once we have that first customer, do we have a sufficiently big market to really create a business?”
"You have to say: I have an opportunity I think I ought to follow up, I have the technology and the technological base to deal with the issue, I have a first customer who is prepared to pay me for it or who recognizes the problem as I do, and now I look and say: how many of these customers are there? And how much can they pay me? And do they really understand that this will be a business? For technologists it's a missed opportunity if you don't think about these points."