Starting a successful business begins with seeing what others overlook—recognizing unmet needs before they become obvious and identifying shifts in behavior before they turn into trends. The difference between a fleeting idea and a viable venture often comes down to how deeply founders understand the intersection of market forces and human desires.
Michael Shvartsman, an investor from New York, who has helped launch multiple successful ventures, puts it simply: “Great businesses don’t create markets. They discover them. The most promising opportunities exist where customer frustration meets emerging trends.”
Listening Beyond Surveys.
Traditional market research has limitations—people often say one thing and do another. The most insightful founders observe behavior rather than relying solely on opinions. They track what customers struggle with, how they improvise solutions, and where existing options fall short.
Michael Shvartsman notes: “I’ve seen entrepreneurs waste months perfecting solutions for problems that don’t exist. The ones who succeed first identify genuine pain points—the kind people will pay to eliminate.”
This requires studying real-world behavior: online search patterns, customer service complaints, product review trends, and usage data that reveal unmet needs.
The Trend vs. Fad Distinction.
Not every viral sensation represents a lasting opportunity. Sustainable businesses align with deeper societal shifts rather than temporary enthusiasms. The key lies in separating fleeting interests from fundamental changes in how people live and work.
“I look for trends with roots,” Michael Shvartsman explains. “Remote work isn’t a pandemic blip. It’s part of a decades-long shift toward location independence. Businesses built on that foundation have staying power.”
Signals of meaningful trends include:
- Multiple industries adapting to the same shift
- Demographic behaviors changing across generations
- Infrastructure developing to support the change
Many markets polarize between high-cost premium options and budget compromises, leaving quality-conscious but price-sensitive buyers underserved. This gap represents fertile ground for innovative businesses.
Behavioral Contradictions as Clues.
Sometimes the most promising opportunities emerge from inconsistencies between what people claim to want and how they actually behave. A fitness app might tout health benefits, but if users primarily engage with its social features, that reveals unmet needs around community.
“The businesses that surprise me,” says Michael Shvartsman, “are those that notice customers using products in unintended ways—then lean into that discovery rather than fighting it.”
Early Warning Signals.
Savvy entrepreneurs monitor leading indicators rather than lagging reports:
- Professional communities where early adopters discuss needs
- Niche forums revealing specialized frustrations
- Patent filings hinting at coming industry shifts
- Academic research preceding commercial applications
Michael Shvartsman observes: “By the time a trend hits mainstream news, the best opportunities may already be claimed. True visionaries spot waves while they’re still ripples.”
Validating Before Building.
The leanest path to market insight involves creating minimum viable tests before full development. Simple prototypes, landing pages, or service simulations can gauge real interest more accurately than theoretical models.
“I encourage founders to fail fast and cheap,” Michael Shvartsman advises. “Spend weeks testing demand, not years building something nobody wants. The market will tell you the truth if you’re willing to listen.”
The Synthesis That Sparks Innovation.
Breakthrough ideas often emerge at the intersection of multiple trends. The smartphone combined mobile communication, portable computing, and touch interfaces. Modern plant-based meats merge food science with sustainability concerns.
“The most compelling opportunities,” Michael Shvartsman reflects, “appear when separate trends converge in ways nobody’s addressed yet. That’s where category-defining businesses are born.”