Every great business is built on a secret — something the founders believed to be true about the world that most people did not yet see, or did not yet believe. Airbnb was built on the insight that strangers would rent rooms from strangers. Almost everyone thought this was bizarre. Paystack was built on the insight that Nigerian businesses desperately needed easy payment infrastructure and would pay for it. In each case, the founders saw something real that was not yet obvious. Finding that insight — the truth that others are missing or ignoring — is how great companies begin.