Interesting question. Going to have a shot at answering it.<p>You said:<p>>What if nothing itches?<p>Then the obvious thing is, find things that itch, or rather, pain, others. (It's been said on this site before. more than once.) Find processes that people do as part of their work or business, in which they have some pain, i.e. some area with friction, that potentially can be done better, using software (if they don't use any, or better software, if they do). Go to some meetups. And I don't mean tech meetups. We techies (not all) tend to live in our own echo chamber or bubble; I like to combine the two words and call it a bubble chamber, just for the heck of it - not really the same as this one: <a href="http://en.wikipedia.org/wiki/Bubble_chamber" rel="nofollow">http://en.wikipedia.org/wiki/Bubble_chamber</a><p>So I mean business networking events. Talk to people there, introduce yourself, ask them about their business, and at least some of them will probably tell you about some problems they are having, without you even having to ask. I've seen it myself in real life. Some of the projects I've worked on, I interacted with people on the (factory) shop floor, and they often talked about issues with the existing software or with their work. Some of those issues could be made better with software.