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Future Founders, Here’s How to Spot and Build in Nonobvious Markets

Startup lore is peppered with tales of unconventional ideas that founders were able to push past the naysayers, riding market forces that others didn’t even see coming straight to the top. When the underdogs start to lead the pack, the dismissals eventually turn into shorthands: “It’s the Airbnb for X” or “The Uber for Y.” Their origin stories get polished and their success makes industries seem a