Stop Chasing Unicorns: How Solving Ordinary Problems Created Extraordinary Result

In 2014, I found myself wandering through a tiny village called Beykoz, tucked between the hills where the Black Sea meets the Bosphorus. This wasn’t a place you’d find in the glossy pages of a travel guide. It was quiet, understated—a small pocket of Turkey that seemed untouched by the fast pace of modern life. I wasn’t there on business. I was simply exploring, looking to disconnect from the noise of my day-to-day routine.

As I strolled through the narrow, cobbled streets, a delicious aroma caught my attention. It led me to a small, makeshift stall run by an elderly woman, frying fish with a skill that could only come from decades of practice. There was no sign, no flashy branding—just a hot pan, a few small plates, and her. I bought a piece, took a bite, and I knew immediately that I was tasting something special. The fish was crispy on the outside, tender on the inside, perfectly seasoned. It was the kind of meal you remember long after you’ve finished eating, a dish that could rival anything on a Michelin-starred menu.

But here’s the twist: she had no customers. Despite the incredible quality of her food, her stall was empty. It was puzzling because Beykoz wasn’t completely off the map. Each day, ferries and cruise boats brought tourists eager to visit the famous Yoros Castle, a historical landmark perched on the hilltop with sweeping views of the Bosphorus. Yet, most of these visitors walked right past her without even glancing at the stall.

A Moment of Curiosity: The Conversation That Sparked an Idea

I couldn’t just leave. I had to know more about her story. So, I approached her, fumbling through broken Turkish and relying heavily on Google Translate. “Ka? sat?? yap?yorsun?” I asked awkwardly—trying to figure out how many sales she made each day. She chuckled at my attempt but kindly answered, with a mixture of words, gestures, and the occasional help from a passerby who knew a bit of English.

She told me she made about 30 sales a day—just enough to scrape by. This wasn’t just any fried fish; it was a 120-year-old family recipe, passed down through generations. It was clear she had mastered her craft, yet her customers were limited to the few tourists who happened to stumble upon her stall after visiting Yoros Castle. I couldn’t shake the feeling that this was a missed opportunity. Her technique was flawless, the taste was unforgettable, and the story behind it was compelling. But no one knew she existed.

This wasn’t just a marketing problem—it was about access and visibility. I walked away from the stall, but the questions lingered in my mind. What if more people knew about her before they arrived in Beykoz? What if travelers could book her food in advance, pay online, and leave a review, making her stall a must-visit stop for anyone heading up to Yoros Castle? What if the experience of enjoying her fish became as iconic as visiting the castle itself?

The Boring Problem Hidden in Plain Sight

As I kept pondering these questions, I realized something important: this wasn’t an isolated issue. There are countless hidden gems like her—local vendors and artisans offering incredible experiences that remain unknown to most travelers. It’s not because their product isn’t good enough; it’s because they lack visibility in a crowded market. This was a boring problem—mundane, overlooked, but with massive potential if solved correctly. And that’s how the idea for Tripli (initially "GoFarGoLocal") was born.

Tripli wasn’t about creating a flashy new tech product. It was about addressing a universal issue in the travel industry: the gap between unique local experiences and the travelers who would value them most. We built a marketplace where vendors like the woman in Beykoz could showcase their offerings—whether it was a cooking class, a guided tour, or a street food experience steeped in tradition. We added features for online booking, payments, and reviews, making it easy for travelers to discover and plan these experiences in advance.

Scaling the Unseen: From Local to Global

The idea took off quickly. Tripli soon expanded to offer unique experiences across Brazil, Turkey, and Washington, D.C., well before travel giants like Airbnb and TripAdvisor caught on and added similar features. By focusing on the often-overlooked, mundane problems faced by local vendors and travelers, we built a platform that addressed a genuine gap in the market. This strategic approach attracted early backing from AOL, who saw the potential to integrate Tripli experiences within MapQuest—a platform still used by 40 million users monthly. With AOL’s support, we gained the resources needed to scale and refine our product, ultimately leading to a successful exit in 2016.

Reflecting on this journey, I realized that the most successful businesses often start by solving mundane, persistent problems:

• Dropbox addressed the simple but universal issue of file sharing.
• PayPal streamlined the tedious process of online payments.
• Airbnb found value in solving the practical need for short-term housing.

These weren’t glamorous ideas, but they were rooted in everyday problems that people encounter constantly. By focusing on the boring, they built lasting, scalable businesses.

How to Find Boring Problems Worth Solving

Many aspiring entrepreneurs chase after flashy trends, thinking the next big thing must be groundbreaking and complex. But the real value often lies in the problems we overlook.

Here’s how you can systematically identify boring problems with big potential:

1. Observe Daily Frustrations: Pay attention to the small annoyances you encounter every day. What do people complain about but never try to fix? Often, these problems are so ingrained that they’re simply accepted as part of life.
2. Use the "5-Whys" Technique: When you spot a problem, ask “Why?” five times to uncover the root cause. This helps you dig deeper and find the underlying issue that needs addressing.
3. Look at Underserved Markets: Explore industries that have been slow to adopt new technologies. These sectors are often ripe with inefficiencies and overlooked problems that can be solved with fresh solutions.
4. Validate with Real Feedback: Talk to potential users early and often. Don’t assume you know what they need—listen to their pain points and refine your idea based on real feedback.
5. Focus on Execution: Solving a boring problem isn’t about making a splash; it’s about consistent, high-quality execution. The simplest solutions often have the greatest impact when done right.

The Path Less Traveled

The experience in Beykoz taught me that true innovation isn’t always about chasing the next big trend. Sometimes, it’s about seeing what others ignore, finding the opportunities hidden in plain sight, and having the vision to turn them into something meaningful. It’s about asking, “What if?” and being willing to solve the problems that everyone else has overlooked.

So, the next time you’re brainstorming startup ideas, don’t look for the next shiny object. Instead, look for the problem so boring, it’s been hiding in plain sight. That’s where the real opportunity lies.

Could the greatest entrepreneurial challenge be learning to see value where others see inconvenience? Drop a comment below.

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