I like Guy Kawasaki’s “MBA on a slide”.  He has four scenarios about startups:

1. If you not particularly good at doing something no ones cares about, well you’re dogfood.com
2. If you are really really good at something no one cares about, well then you’re just plain stupid
3. If you are pretty good at something a lot of people want, you may have to compete on price but you can be successful
4. If you are really really good at something everybody wants, that’s where you want to be.

Good technology and efficient processes are best applied to large problems in large and growing markets.  Drucker calls it the Defensible Value Proposition.

Talent without a market is a hobby.  Talent with a large and growing market is a phenomenal business.

• Value Proposition