Overview
Some of the best startup ideas solve problems so common that people don't even recognize them as problems. Look for inefficiencies or annoyances that everyone takes for granted. Uber did this with the hassle of hailing taxis.
Company examples
- Uber - Addressed the inefficiency of hailing taxis in urban areas
- Airbnb - Solved the problem of expensive hotel accommodations and underutilized living spaces
- Dropbox - Tackled the issue of file syncing and sharing across devices
Questions to consider
- What everyday inconveniences or inefficiencies do people take for granted?
- How can we identify and solve problems that are so common people don't recognize them as solvable?
How to cite
Faster Than Normal. “Solve hidden problems lying in plain sight Framework.” fasterthannormal.co/business-frameworks/solve-hidden-problems-lying-in-plain-sight. Accessed 2026.