Diana Kander has an interesting view about that in her book "All in startup". She mentions that it is not enough to find a "headache" the people have (problems

Diana Kander has an interesting view about that in her book "All in startup". She mentions that it is not enough to find a "headache" the people have (problems they can live with), you have to find a "migraine problem" (problem they'll do anything to get rid of). Obviously, you still need to get the people to know about your product.