It is much easier to get people to pay you if you solve a problem or make their lives easier. This is especially true for B2B startups where your customers hav

It is much easier to get people to pay you if you solve a problem or make their lives easier. This is especially true for B2B startups where your customers have to justify every expense. In the B2C space, people might pay you money even if you don't solve a problem (e.g. entertainment). When a B2C company gains traction, it may have to pivot to solve a problem for either its users or other companies (e.g. selling advertising to its userbase like Twitter or Facebook).