Aren't some of the most world-changing businesses actually businesses where a simple solution already existed, yet entire industries have been created or destroyed in spite of these simple solutions??
For example, before the automobile, horse and carriage was a 'solution' to the problem of getting around. In the early days, was a car a much better solution than a horse? Horses were readily available, didn't need a gasoline infrastructure, they even self-replicated so you could get a new one every few years.
I understand I'm playing a bit of devils advocate here, but I often gut stuck in the mode of thinking existing solutions are good enough, then somebody comes along and evolutionizes an industry with what at the early stages might seem to be minor improvements.
Another example would be the early days of sunglasses. If the question was asked 'how are people solving this problem now', the overly simple answer would have been 'they squint a bit'. With that as the answer, would you go and develop sunglasses?
Take your example of sunglasses. A quick search on wikipedia shows that the precursor were glasses with a thin slit in them. It was never squinting, and then BOOM, Oakleys.
There was always a gradual change that is only missed in retrospect because of how standardized and popular the winner is.
Name a few popular products and services, and I bet there have been similar solutions beforehand.
For example, before the automobile, horse and carriage was a 'solution' to the problem of getting around. In the early days, was a car a much better solution than a horse? Horses were readily available, didn't need a gasoline infrastructure, they even self-replicated so you could get a new one every few years.
I understand I'm playing a bit of devils advocate here, but I often gut stuck in the mode of thinking existing solutions are good enough, then somebody comes along and evolutionizes an industry with what at the early stages might seem to be minor improvements.
Another example would be the early days of sunglasses. If the question was asked 'how are people solving this problem now', the overly simple answer would have been 'they squint a bit'. With that as the answer, would you go and develop sunglasses?