In the nascent stages of a company’s life, how do you find a compelling problem to solve, and how do you know whether that problem is the right one for you?
There are no walls to lean on. Zero data. You need to inform your gut through a combination of your learned experience, the people you know and having a personal itch to scratch.
In February 2018 Jonny quit his job as a design manager at Deliveroo, giving up a good salary and a bunch of unvested equity, to build his own startup. The first 100 days didn’t go to plan. He ended up with nothing but a blank sheet of paper and a rapidly decreasing bank balance.
It took soul-searching, pride swallowing and talking to people like him to finally land on a problem he had the personal experience, the hunger and the network to try to solve.