Chapter 3

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One of the primary principles of starting business is that the entrepreneur should find a want, and fill it better than his competitors do. However, this is a problem for those of us whose tastes don't conform to those of the mainstream traffic. We have no idea what all those mainstream goobers want.

Apparently I'm not the only one.

I was looking for an apartment.

Now, what are the biggest complaints that people have about apartment life? I believe that Number 1 has to be inadequate walls between apartments, and the resulting noise and privacy shortfalls. Is that issue addressed in any Apartment advertisement or site? Of course not.

What else? Some of us do not want to live with dogs barking or menacing or attacking or pooping all over the place. How do the Apartment Building owners deal with this? They advertise "Dogs ok" as a feature. You cannot search for a "No Dogs" feature, despite the fact that a dog-free apartment complex would be a much better place in which to live.