Counterintuition is the new intuition!

...and good ideas are usually obvious:

The simple fact is that the majority of great software startups today (slightly dated) required no technical insight to start, and you can always hire experts to help you scale. The driver of these innovations is an uncommon understanding of what the customer (aka humans) wants or how to deliver an understood solution it in a better way. Note that the latter is typically a business model rather than technical innovation (aka creating win-win situations for participants in a transaction). While it may be unintuitive to outsiders, it’s intuitive to the founders because they developed a better way of thinking about their corner of the world.