Picking markets that don't exist is crucial but challenging. Many first-time founders tend to stick to explored areas, which is like searching for keys under a lamp post. To find product-market fit, one must navigate the idea maze by finding the frontier, facing walls, and adapting. However, there is a special case where a new innovation or market change can eliminate a previously existing wall. For example, Instacart was able to capitalize on the removal of the wall caused by the widespread adoption of smartphones.

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