The main reason that businesses fail is this: the people who start them do so for selfish reasons. Lifestyle, passion, and money are selfish reasons to start a business, and the market does NOT care about these things. Entrepreneurship is not always fun; it’s hard, confrontational, and lonely.  The entrepreneurs who succeed are really good at doing the stuff they DON’T want to do. Before starting a business, you need an unemotional lens: look at the market and ask, where is there an opportunity? Just doing what you love makes you less likely to succeed.