My First Million
The best business ideas come from noticing what's working and doing it better, faster, or for a different audience.
Fish Where The Fish Swim Framework
Look for business opportunities in niches where demand exists but few entrepreneurs are competing, rather than crowded markets where everyone is competing
How It Works
Most entrepreneurs cluster in obvious, trendy markets creating oversaturation. Real opportunities exist in unsexy, overlooked niches with genuine demand and fewer competitors
Components
Follow curiosity into unconventional spaces
Look for niches others dismiss as too small or boring
Find communities with unmet needs
Avoid trendy areas where all entrepreneurs congregate
Validate demand before assuming it's too niche
When to Use
When evaluating new business opportunities, looking for underserved markets, or pivoting from oversaturated spaces
When Not to Use
When you lack domain expertise in the niche, when the niche is too small to scale, or when you're following pure passion without market validation
Anti-Patterns to Avoid
Example
“Jesse Itzler discovered coconut water while training for 100-mile races. Instead of competing in the crowded sports drink market, he found Zico in the tiny endurance racing community and helped build it into a major brand sold to Coca-Cola”