The Entrepreneur Insider network is an online community where the most thoughtful and influential people in America's startup scene contribute answers to timely questions about entrepreneurship and careers. Today's answer to the question "How do you come up with a new startup idea?" is written by Andy Lark, CMO of Xero.

"Develop a painkiller--not a vitamin" is an old startup mantra advisors give budding entrepreneurs when they're in the ideation phase. It means that your startup idea should solve a real problem and be something people need--not just a nice-to-have. When in pain, people don't forget to take painkillers, but despite all good intentions, they more often forget to take their vitamins.

When it comes to startups, you don't want your customers to forget to use you. Here are six strategies every budding startup founder can use to guide themselves toward developing a painkiller that solves a real problem:

1. Avoid the startup idea burden

Too many founders get stuck in a state of analysis paralysis. They end up not moving forward with any ideas because they're caught up in searching for the big one--something so innovative and edgy that it'll be a sure thing. While it's great if you get there, you shouldn't let it hold you back. Plenty of businesses are built off the back of other ideas and still solve everyday pain points.

As a team tests product-market fit, they pivot and iterate to come up with a better solution. It's all part of the process. Often their edge and differentiation comes from the service experience, pricing, or location.

So don’t let the idea of the "big idea" hold you back. Little ideas, everyday ideas, or borrowed ideas can all work just as well.

1. Keep a running list of ideas

Think about problems you face in everyday life or industries that seem clunky or disconnected from the modern needs of the mobile customer. There is still ample opportunity to build out cloud-based offerings, which cut out paper trails and nix the need to show up to a physical location.

I use Evernote to keep track of different things I’ve been inspired by, borrowed, or experienced that could make for great businesses. When you look to get going, this acts as your go-to list.

See also: 3 Questions to Ask Yourself Before Launching a Startup

1. Focus on the MODS

The moments of doubt, desire, and dissatisfaction are where some of the best business opportunities come from. MODs aren’t just things you see potential customers experiencing. They're the things you experience every single day, and they're powerful feelings.