Yes, this is something I always say when others tell me that someone else has already executed my idea. If I have a problem and am not aware of a product out th

Yes, this is something I always say when others tell me that someone else has already executed my idea. If I have a problem and am not aware of a product out there that solves it, then there MUST be others who are no more aware than me. Those are the potential customers you can grab through great marketing. Not all business owners are aware of 37signals' products, and there are many other markets where a portion of them are unaware of even the mainstream and standard solutions available to them. That's not to say you shouldn't research your target market for competitors, but don't be discouraged by pools full of sharks. There's enough prey for everyone, I think.