How to Get Startup Ideas
Key ideas
Graham argues good startup ideas are noticed, not invented: live at the leading edge of a changing field, then build what's missing.
- 1
Solve problems you actually have
Graham argues the commonest startup mistake is solving a problem nobody has, and that deliberately brainstorming ideas yields bad ones that sound plausible. Working on your own problems ensures the problem is real.
- 2
Dig a well, not a shallow hole
He suggests aiming for a small group that wants something badly rather than many people who want it a little. The best wells also have a fast path out to a larger market.
- 3
Live in the future, build what's missing
Graham contends the reliable route to good ideas is becoming the kind of person who has them, by reaching the leading edge of a fast-changing field. From there, missing things look obvious; the task is to notice them and to question the status quo.
- 4
Turn off the schlep and unsexy filters
He argues people unconsciously avoid tedious or unglamorous ideas, which leaves valuable ones unclaimed. Competition matters less than founders fear, and a crowded market can be a good sign if you know what incumbents overlook.
- 5
Recipes when you need an idea now
As a fallback, Graham recommends searching where you have expertise, starting from your own needs, asking what you'd pay for, talking to others about their gaps, and watching dying industries or rising waves.
In Paul’s words
“The way to get startup ideas is not to try to think of startup ideas. It's to look for problems, preferably problems you have yourself.”
Paul Graham·How to Get Startup Ideas·Read in context(opens the original in a new tab)“you can either build something a large number of people want a small amount, or something a small number of people want a large amount. Choose the latter.”
Paul Graham·How to Get Startup Ideas·Read in context(opens the original in a new tab)“Live in the future, then build what's missing.”
Paul Graham·How to Get Startup Ideas·Read in context(opens the original in a new tab)Connected in lessons
About this entry
- Published
- Nov 2012 (month only)
- Publisher
- paulgraham.com
- Type
- Essay
- Language
- English
- Added
- Nov 1, 2026
- Source last checked
- Nov 1, 2026
Cover photo of Paul Graham, not from this work: Gabor Cselle, CC BY 2.0, via Wikimedia Commons.
What’s available here
Original source
Linked. Opens on the publisher’s site.
Player on this page
Not applicable. Written piece; nothing to play.
Full text or transcript
Not reviewed. No license to show a text version here.
Our summary
Draft. Written by us with AI from the full public text and checked against it; quotes are word for word. Not yet rights-reviewed.
Ask questions with AI
Not reviewed. Off until there is licensed text to work from.