There may be a gap in the market, but not necessarily a market in the gap.

Before you launch your startup selling toe-less socks, check that the type of people that want your genius creation (a) have money, and (b) are willing to spend it on toe-less socks.

As a rule of thumb, always chase markets with large existing profit margins. Think of profit as a blood stream, and you’re the mosquito.

Its better to be a mosquito on a thick blood stream.