There are essentially two ways to think about starting a business:
Create a Problem to Solve OR Solve a Problem You See
In 2012, Erica, my wife and business partner, began working with a leader as his Remote EA. As the years went by, his network recognized her talent and began asking her for help…
“Erica, would you have some time to help me with X?”
“Do you have any capacity to assist me with Y?”
“Is there any chance you could help me wrangle the Z project?”
And for years, she had the same answer, “I’m sorry. I can’t. I’m at capacity.”
After several years of that same conversation, we had a conversation of our own. Let me set the scene, just in case this become a movie someday:
INT – The Foster Residence, SEP 2018
Micah
We’ve got to figure this out. These people come to you because of trust and they don’t know where to go when you say no.
Erica
Go ahead. Figure it out. I don’t have time.
Micah
I will, but I just need one thing from you.
(Long Pause)
You’ve got to be our resident mentor, helping other EAs we hire.
Erica
Deal.
🎬 And Scene.
That was our first business meeting. It was simple and it was the birth of Dream Support.
Calling vs. Opportunism
Starting a business by answering a real problem is more than just good business—it’s a calling. It’s about being in tune with the needs of others and using your skills, experience, and passion to make a difference. It’s about service, about doing something that matters.
Let’s break down those two approaches a little more…
- Creating a Problem and Solving It 🛠️
This approach is often driven by opportunism. It’s when a business identifies a gap in the market—sometimes even creating a need that wasn’t there before—and offers a solution. While this can be incredibly profitable, it can also contribute to a cycle of creating perceived problems rather than addressing genuine needs.
And this kind of business building actually hurts us all, its a form of budgetary inflation that isn’t truly necessary.
This method can lead to innovation, but it often focuses on convincing people they have a problem that they didn’t know existed. Think about some of the more niche or luxury products that, while appealing, don’t necessarily solve an urgent problem. - Seeing a Problem and Solving It 🔍
This approach is grounded in reality and often driven by a deep sense of purpose or calling. It’s about recognizing a genuine problem that people are facing and offering a solution that meets that need. This kind of business often stems from personal experience or a deep understanding of the struggles within a specific community or industry.
When you start a business based on answering a real problem, you’re not just filling a market gap—you’re making a meaningful impact. Your work becomes essential, providing real value that people rely on. This is where true service and commitment come into play.
When you’re thinking about starting a business, or even evaluating the direction of your current one, ask yourself: Am I creating a problem or solving one? Am I driven by opportunity or by calling?
For us at Dream Support, the answer was clear. We’re here to solve a problem. We’re here to serve leaders like you who need support to focus on what you do best. And that, to us, is the heart of meaningful work.
So, if you’re ever in doubt about your path, just remember: solving real problems is where true impact lies. And if you’re feeling the weight of your tasks and need a solution, you know where to find us.
And if the story of how Dream Support came to be, ever gets optioned for a movie, you were among the first to read the first lines ever written. 😉
Micah Foster, Co-Owner
Micah Foster is a partner at Dream Support LLC who has been providing remote executive assistants to busy leaders who need administrative and organizational help for over five years.
He has a passion for creating and maintaining positive and productive work environments and empowering people to reach their full potential.