I believe that people tend to forget always one thing: the business owners don't know their problems _worth solving_. This fact is most of the time overlooked.

In my experience business owners tend to talk about problems that are impossible to solve, or problems that are trivial.

Typically, when you actually find problem worth solving, it is not merely a software. You are looking at whole processes that need to be changed. You will change how people work. And when you actually try to present the new solution to the organisation, you will face resistance. People don't like change.

Some could say that it is the business owners responsibility to push the change. But when they give up, they stop paying you.

Anyways, the advice "just find a problem" feels to come from people who either read too many books and never tried, or from people who got lucky the first try.