So true! Many startups enter the fray seeing a ‘gap’ in the market, without realizing that it’s an area which no one wants fixed, or that it’s too much effort for the user to change her behavior to adopt the product. We might not want a problem to be solved at all — it might not be a problem in the first place. Or, if we want an issue to be addressed, we don’t want to put efforts in changing habits to adopt the new product. It has to be simple and become a par of our lives quickly.