A tiny shop starts with a person and a problem you could explain over lunch. Not a category. Not a passion paragraph. A sentence like: 'New team leads who freeze when they have to write a Monday note.' If the sentence needs a diagram, it is still a fog.
You should be close enough to the person to know where they already complain. If you have never heard the complaint in the wild, you are inventing a customer. Invented customers buy nothing and take months to notice.
A pretend example. Pretend Idris writes: 'Club treasurers who dread the monthly money note to parents.' Idris has been that treasurer. The lunch sentence took one line. The logo is still blank, on purpose.