They're not problems people need solved. They're problems people think they want solved. need != want.

the high street bakers needed reliability with improved efficiency at an affordable price (cost of risk). they didn't need improved efficiency, less reliability and still really expensive.

It seems like most customers are returning the oven, which would normally be an extremely strong signal that there is a quality problem. In the SaaS world, the equivalent would be churn, but it's not always as straightforward since if users quit before they sign up (e.g. by reading a review or using a free trial), then they don't show up in that metric.

The "secret" is just to talk to people in the field they're trying to "revolutionize," and ideally observe them work. Often, people become blind to workflow problems and workarounds become normal process. They never even consider to look for a better way to do something. Those are the opportunities for founders to solve.

But what I've seen a lot is founders just arbitrarily coming up with an idea that sounds cool on paper, raising money, and only realizing too late that there is zero actual market fit.