about one thing, writes Sarah J. Bray:

Business is about one thing: offering something that people need. Bonus points if they already know they need it without any convincing. Extra bonus sparklepoints if they’re discovering the offer at the exact moment that they desperately perceive their need. That’s it. Everything else is just…icing. And probably even getting in the way.

Scratching your own itch is good. Scratching an itch and realizing trends and where the market is shifting is transforming.