Birthday candles are awesome. They are short, colorful, fancy and always remind the ones around it that the day is special. Birthday candles are in a lot of pictures, form part of memories of millions of people.

The Birthday cake doesn't compete with the tea lights, flute candles or any other candles. It's got a specific purpose. It holds its position, plays its part and is incredibly unforgettable.

Birthday candles sometimes only get used one time. If the last born is 4 there's a low probability that the number four candle will be used in that household again. When it is needed it'll probably be hanging out with all the missing socks in the house, so it'll just be easier to buy a new candle.

That's the power of a product that weaves itself into people's dearest memories. It's never truly ever about the birthday candle- it is always about what the candle represents: love, memories, happiness, family.

If you're thinking of starting a business, yes of course, solve a problem. Be there when the old number 4 candle needs replacing. However, the way people feel about the solution you offer makes a world of difference. Build a brand that sits in the space people revere, love and even want to protect.

What product are you building? Sometimes the brand need not be well known initially but the product must be memorable. And when the product has been used, make it such that it's unforgettable. Sell the solution that ties to heart strings.