Solve your own problem The best solutions will come when you are working to solve a problem that is deeply impacting you. Avoid solutions in search of a problem. Russell adds: The idea for AdMob came when Omar found it very hard to market a mobile service that he’d launched. If you’re interested about what that was, I wrote about it back in 2005. In retrospect, I am very pleased that I liked his original concept, otherwise things might have worked out very differently for me and AdMob! The first idea is probably the most important Many great businesses were built on the back of one fundamental insight. Much of the rest is just execution. You shouldn’t have to push You want an idea that gains traction and accelerates on its own after you give it the first push. If you have to continuously infuse energy to help it grow, you should probably go back to the drawing board. Pay no attention to common knowledge Too many people claim to know too much. The largest opportunities are found in ideas that go against the grain. Try often, fail fast What you are doing is wrong most of the time. Don’t spend too long examining every rock. If it’s really a diamond you’ll know. Businesses make money Think about the business model from the start. Russell adds: This is a school of thought and one that’s very popular in times of recession. For an alternative view, see Linked In’s Reid Hoffman, who says it’s all about users and you’ll figure a way to make money later. Twitter, YouTube and Facebook, all have enjoyed very high valuations, but the jury is still out as to how/if they’ll ever generate significant revenues. Break the speed breakers Whatever is slowing you down isn’t helping. If you KNOW the launch will do damage, then investigate. If you don’t know what it will do, then go faster so you can find out. If something ALWAYS slows you down, get rid of it.