“when you first come up with a product or business idea it's almost 100% guaranteed that somebody else has come up with that idea before... you need to evaluate the competition and see if there's any kind of space for you to squeeze in”

Validate Ideas by Finding Existing Competition and Beating It

The presence of competitors is not a red flag but a confirmation of demand. Ure's validation lens focuses on two angles: can you build a better product, or can you outmarket them? This reframes ideation from novelty-seeking to competitive gap analysis.