Schlep Blindness
I thought for a moment that the essay was about how to find startup ideas: solving your own schleps. Solve those things which everyone assumes are an annoying part of life/business.The things I do that I find the most tiresome: commute by car, dishes, laundry, and flossing.I find it funny that the solution to the first three if you have money are: 
1. Hire a human driver (or move). 2. Hire a human maid. 3. Hire a human maid.But all might be solved by technology: robot drivers, robot butler, robot butler, and "vaccines" against tooth decay and halitosis.If I dug into the less important schleps, I bet I'd find that software is a solution.