Steal these Startup Ideas: Collection Two

As I’ve said before in collection one of this series, ideas are everywhere. Furthermore, I certainly don’t have time to make all of my ideas a reality. I want them to be real, and truly would use each and every one of these.

If you like one of the ideas and want to take it and make it a real thing, let me know! I’m not going to try to take a piece of your company (unless you offer and the deal is a good one), and I’m not going to sue you. I just want to hear from the people these ideas are influencing. It fuels me! Tell me on Twitter (@jcutrell) or email me at

Enough of the introduction – let’s talk about things that would make the world a better place, shall we?

1. Service Butler

How many services do you subscribe to? Sometimes I even forget how many I’m subscribed to. However irresponsible that may be, I certainly get a lot of benefits out of services. But I’d like to be sure that I’m spending my money wisely, which means two things:

  1. The services I’m buying are the best for the buck
  2. I save money if and when possible

Imagine a service that allowed me to lean on my personal service butler – who could do the research to find me savings and refine my list of services, consolidating and managing all customer service issues as my representative. On top of managing my services for me, they could also take cuts of my savings for themselves (I’d rather save 2 dollars and give one away than save none at all). What’s even more exciting in this? The opportunity for affiliate sales.

Pro tip/warning: Do NOT do this idea and take any and every affiliate deal that comes your way. Then the core competitive advantage and selling point – that you are my butler, and you’re on my side, is lost. Only take affiliate deals that you believe in. This is really true for all affiliate sales, too.

2. Facetime Health Checkups

I’m a relatively healthy individual, but I’d like to be sure I’m doing everything I can to remain healthy.

I’d definitely pay for a convenient way to get professional medical advice without having to sit in a waiting room. Sometimes, I have a simple question about fitness, food, or behavioral patterns that I’d like answered, and I can’t really get that answer right away unless I ask Dr. Google. I’d much rather have a nutritionist that I can Facetime or Skype with, so that I can show them my pantry and ask them random health questions. Furthermore, they would know my medical makeup and family history, so they would be able to give me more personalized advice than something like Google.

Disclaimer – there may be a TON of HIPAA stuff standing in the way of this actually happening, or it could be as easy as just doing it – I don’t know. That’s your job to find out. However, this is the wave of the future – if you are an early builder in the field of remote medical, you’d be quite smart in my opinion.

3. Box-a-Month Closet Builder for Men

Sure, there are plenty of subscription box companies, and some of them are awesome. But what I need to focus on is building my professional wardrobe in a consistent way. I also want it to match my personality.

(Note: I’m focusing on men because it seems like it’s the most obvious market for reasons I outline below, but perhaps there is an adjacent market focusing on women’s fashion. Have at it.)

Combine learning algorithms with sizes and fashion personality traits, and you have yourself a nice pipeline to serve men the fashion they need on a monthly basis.

If there are other men like me (I’d imagine I’m not THAT unique), then fashion isn’t always at the top of their priority list. Like many things, I and they are willing to pay to not have to make fashion decisions. I’d rather it be dependable and automatic. Build my wardrobe for me over the next few seasons, and do so with the proper flair, and I will definitely pay a monthly subscription fee. Maybe even a variable fee. Think about opportunities for upsell and product placement!

Go make this one happen, please.

4. Mentor-Mentee Matchmaker

I’m in search of a mentor. I’m also in search of mentees. The benefits of teaching and learning from other people are numerous, and we won’t detail them here. Instead, let’s focus on one simple fact: there is no platform dedicated to creating, building, and supporting mentor-specific relationships.

Imagine you create your personal profile. Talk about your income, your goals, and your skillset. Maybe even explain some of your personality traits.

Do the research to find out what mentor-mentee relationship dynamics work the best, and build your algorithms around those concepts.

Then, make matches. Find people who have financial goals and match them with those who have found success in their finances. Or, maybe more complex relational dynamics could play into the relationship, such as an extrovert teaching an introvert about self inclusiveness or confidence.

The opportunities here are in the data, of course, but also in the relationships that are built. Creating a company that births learning in whatever format is going to pay for itself a hundred times over.

5. Educational Pathmaker: Using Data to Drive the Classroom

Education is clearly a field that requires more energy and resources from all possible angles.

The need for a data-driven approach to personalized curriculum and educational planning could change the way schools work across the world.

Imagine, for instance, that the patterns in 90% of children who may have autism are present in a student. At what age is it detected that that child may be autistic? Perhaps young, but perhaps not. If there was a computer-aided analysis that helped determine the cognitive abilities of a child dynamically as they progress through their education, better decisions could be made for that child’s education.

This opens up not only the reactive scenarios, but also proactive scenarios such as cognitive research. If children demonstrably respond better to a particular curriculum, this becomes like A/B testing for education programs. Imagine the ability to start determining career paths earlier in life based on natural tendencies, or even based on seemingly unrelated personality or behavioral attributes a given student presents.

Furthermore, this would help provide a selection process for classroom placement, and could possibly even help reduce violence in schools by identifying children who need more specific psychological attention.

The ethics of this particular system are obviously the big question mark. The outlying statistics. What happens when the algorithm is wrong? Obviously, the answer to this question is to never trust the computer more than you trust reality. This is the future of education as well – highly personalized educational paths that are responsive to your cognitive abilities and behavioral patterns.


I hope you’ve enjoyed this second collection of ideas! The goal is to continue these installments, and hopefully continue to make better relationships with you, the reader. In the meantime, shout out and follow me on Twitter!

Make Me Work for It: Challenge Psychology

Fifth-degree black belt.


Rocket scientist. Triathlon competitor. Fighter pilot. Franciscan Monk. Astronaut. World-record holder. Five-star General. Firefighter. Navy SEAL. Everest scaler. Antarctic explorer. Olympian.

What comes to your mind when you read these titles?

For some, these titles were the answer to “what do you want to be when you grow up”, before they grew up. For others, these titles represent an obvious demand for respect. What’s invariably true is that none of these titles is easy to attain. In fact, quite the opposite; to earn any one of them, one would have to invest an enormous amount of energy and commitment.

What’s more – we attach a sense of elitism to these labels. Perhaps that’s why we wanted to be one of them when we grew up. We naturally have an appreciation for the difficult-to-attain. But why?

Our Addiction to Simplicity Ignores Our Affinity To Challenge

As designers, entrepreneurs, developers, etcetera, we often believe it is of utmost concern to make everything “simple.” We have taken Rams’ principle of “as little design as possible” and over-extend it to mean that anything difficult is evil.

This is not the case.

In fact, Rams’ idea of making something simple should be reframed: design should be easy to understand. Actions should be clear, but not always easy to accomplish.

Let’s take P90X as a ubiquitous example. If you haven’t heard of P90X, you probably don’t watch TV at 3AM… but if you do, you know Tony Horton quite well. He’s that guy reminding you how lazy you are, but also letting you know there’s a path to no longer being lazy via his infomercial.

It’s not an easy path. It’s not a short path. It will take a lot from you, but if you commit to it, a lot of other people who have committed and followed through show you proof that you’re likely to see results. You can get ready for the beach, but it’s going to take putting yourself through 90 days of hell.

I am in no way affiliated with Beach Body, but I find this phenomenon fascinating.

Why would somebody commit to something that is so difficult? Why would they pay a significant sum of money just to hear someone tell them to push themselves harder than they are comfortable pushing? Haven’t we learned that people only do things that are easy and obviously rewarding?

People have the capacity and drive to do hard things. We have that natural affinity to the hard-to-attain – an affinity to challenge that causes us to pick up the phone and order those P90X DVDs, not just because we want to lose our soda-and-Cheetos-weight, but because Tony looks us in our collective faces and gives us a challenge worth engaging.

Challenge: Competition, Achievement, Worth

I believe we have such an affinity to challenge for at least these three primary reasons.

1. Competition

I’ve been watching the College World Series this year. (In fact, it’s playing in the background as I write.) I’ve never watched baseball until this season, and it’s my new sports addiction.

We watch sports because we love competition and collective identity. We even mindlessly attach ourselves emotionally and face-paintedly to a team, without any logical connection, because we identify with competition and create an identity space for ourselves by joining in the highs and lows of fanhood. Why is so much energy, emotion, and resources put into a game? Because we fundamentally are wired for competition. We self-actualize by competing, giving definition to our place in humanity and in our individual communities by adding the dynamics that come with winning and losing, and the excitement of the tension of the game.

2. Achievement

The psychology of Flow (as defined by Mihály Csikszentmihalyi) requires two things: a high skill level and a high challenge level. Furthermore (directly from the Wikipedia summary), flow requires these conditions:

  1. One must be involved in an activity with a clear set of goals and progress. This adds direction and structure to the task.
  2. The task at hand must have clear and immediate feedback. This helps the person negotiate any changing demands and allows them to adjust their performance to maintain the flow state.
  3. One must have a good balance between the perceived challenges of the task at hand and their own perceived skills. One must have confidence in one’s ability to complete the task at hand.

In other words, challenges aren’t really challenges if they are impossible, but they need to be at the edge of our skill set. “Flow” state gives us a sense of movement and achievement.

3. Worth

When we can compete with others, we understand who we are in relation to our competition. When we experience achievement, we naturally develop self worth. We recognize that we have done something significant.

Design Challenge

Perhaps we have an inappropriate amount of value placed on simplicity. Maybe we should take a chance to challenge those engaging with what we create – to ask them if they are willing to do something harder. To invest in doing something: time, money, energy.

Did you set your pricing strategy based on making it easier for the user? Consider the worth your users attach to something they invest in versus something free.

Does your sign up form let anyone with an email address register for your application? Consider requiring users to justify their membership by asking them why they want the membership.

What classes are worth taking? What weights are worth lifting? What walls are worth climbing? Trails are worth hiking? Miles worth running? Time, money, energy worth spending?

Ask this question of yourself: Are you taking away the opportunity for your users to face a challenge worth facing, and trading it for “simplicity?”

What does this say about the worth you place on what you create? Most times, the most rewarding things require challenge. Open a conversation with your users. Be clear, and make it simple, but don’t lower the barrier to entry by making everything easy to accomplish.

Your new marketing pitch:

This is going to be very difficult, but once you’ve gone through it, it will have been worth it. And we are here with you every step of the way.

Create Small Things

Great things are done by a series of small things brought together.
– Vincent Van Gogh

Rule of Parsimony: Write a big program only when it is clear by demonstration that nothing else will do.
– The Unix philosophy

How many of your successes came from complex, massive projects?

The world is made up of simple things, and when we try to create our “big” ideas, we have a tendency to fail. The idea of making something simple does not mean making something easy – it means putting more concentrated attention into fewer details.

WhatsApp. A brilliantly simple concept. I don’t care to discuss the valuation – I care about the fact that it’s used and validated widely. I care about the fact that the design and conceptual approach worked, and all it does is… something small.

At Whiteboard, some of our most effective work has happened over the course of afternoon sprints. This happens because good ideas don’t necessarily rely on a complex network of supporting features, but stand alone. Good ideas often, perhaps almost always, directly address a small, simple problem.

This isn’t to say that we don’t give time to research and fermentation of ideas, but rather to say that we focus on a few ideas intently, and the execution of a solution often occurs very rapidly.

Build Small, Lose Small

Building small means failure is less painful. Building small leads to a higher volume of ideas and more intentional, deep exploration of single ideas, leading to highly predictable outcomes. Building large, on the other hand, usually means a plethora of poorly executed remixes of previous ideas with little predictability.

Building small means your ideas can easily be combined. It means you can test earlier, and rebuild from ground zero with little to no loss, as the value of your efforts is on the knowledge, not the product.

Small Means Easier…

When you build small, you build less maintenance overhead. It makes debugging easier. It makes testing easier. It makes marketing and the road to profitability clearer (maybe not easier). It makes scaling easier. Ultimately, the things that should be easier become easier with a smaller idea.

Small Means Harder…

Because you have to be good at what you do. Really good. You have to win at making fundamental ideas come to life, because when you build small, there are no bonus features. When you build small, transparency and purity shove your work out into the open. Every small detail is in plain view, because there’s less to get lost in. If you build small, you take on a challenge of creating boutique, focused experiences that ultimately get at the core spirit of the problem you’re solving.

Do Less, More Often

The challenge I present you with is to execute smaller ideas to perfection, and do so repeatedly. Small, beautiful, proper nouns are still in high demand, so make Small Things.