You got laid off. You're sick and tired of working for companies who embarrass you in the marketplace. Maybe it is a good idea to start a business of your own. But what?

When you are stuck coming up with an idea for a new business, think about pain. Is there a group of people that has some pain and needs relief? Most of the time the pain is not obvious. It is like one of those ongoing backaches we have had for years and which we got use to. You have to look beyond the obvious to the non-obvious. And then think about a service or product that works as an aspirin.

Getting a plumber in Lisbon is a challenge. Not finding one, mind you. That is not the pain. The pain is getting one to arrive on time, within a range of 15 minutes. They will tell you they will be there "in the morning" or "after 3pm". They keep you wondering and make you waste a vacation day waiting at home _ that is pain. So the aspirin here is creating a plumber service that will avoid you having to waste a vacation day. If you are like me and all my neighborhood you will pay a premium for time.

Find the pain. And then, only then, think about the cure.