Actually, this day an age where all the simple problems have been solved, we're especially susceptible to this line of thinking. As entrepreneurs, we all know

Actually, this day an age where all the simple problems have been solved, we're especially susceptible to this line of thinking. As entrepreneurs, we all know the saying: "It has to be x10 better than the existing product". Without new problems to solve, increasing desperation mounts, culminating lots of failures where a product is supposed to be x10 better.