Too many people try to learn how to start a startup when all they really need to do is understand their market, in depth. Almost every market has inefficiencies, but few pay close enough attention to see them.

Spend time with your target market, figure out what makes them tick at a level that most people can’t see. If you only observe the obvious, Google or Facebook are already working on the solution.

This is why the best investors invest in contrarian ideas. They aren’t obvious. So, how do you start a startup? Don’t start one and start looking for inefficiencies in markets that are overlooked.