When you're first building a product, you spend time thinking about what features should be included and what the benefits would be to the end-user. Then you start thinking of all the things that a user might need before they start using it. The vision for your product is big and could go in any number of directions. The opportunity and potential may be huge!
I think this is the wrong way to go about it. Before you start thinking about all that, you need pick one problem to focus on. This problem is what you're going learn whether people even want this problem solved.
But even when you find a problem that people want solved, the next most common pitfall is picking the wrong size of problem to work on. We often try to solve a version of the problem that's too big. Don't try save the world on first shot. If you can subdivide the problem into smaller problems, if it's a problem to different types of people, or solves related problems in different contexts, your problem is too large.
The advantages of picking the right, focused problem are many. It makes the product easy enough to do, it's tractable, and you can see an end in sight--which is extremely motivating. In addition, it's easy to explain to others. Don't underestimate the power that stems from the ease of conveying your idea and the problem it's trying to solve.
Don't worry about the problem being too shallow. All problems are interesting when you look deep enough.
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