Great article Jonathan. I’ve done this a few times (and in the process of creating something right now). Some have worked out pretty good, other not so much. I think bags and bags of user research helps massively. I’ve being guilty in the past of building, and going with the ‘Build it and they will come’ mentality. Erm, no they won’t. If you can’t tap into a pain, and really understand how your users tick then you’re just p***ing in the wind (that’s a technical term right there).