It is quite astonishing that this wisdom, which has been dispensed to founders millions of times, is till ignored. I believe one of the reasons for that is the "I want to change the world" syndrome [also known as the Segway syndrome]. Most founders are actually being told that they should start their business with an idea that will "change the world". It is absolute non sense. Just out of the top of your head, without googling anything, name 10 things that actually changed the world! (not derivative: prime inventions). I will give you some hints: the wheel, the printing press, electricity, radio transmission, the train, the car, the transistor...these a prime inventions. A lot of others are derived from it: a phone is a bunch of transistors powered by electricity and using radio transmission. But 99% of founders believe they will change the world. Guess what: 99% of startup fail. Start your business with an idea to address a market (like the author states). The market may be old, new or barely nascent. But "Changing the world" is not a premise for a business venture.