An idea you're deeply passionate about. This seems obvious, but culture has put major pressure on people (especially college students) to create the next unicorn business. But at what cost? Starting a business is hard and you have to be completely obsessed with it even on the worst days in order to push through. There will be a ton of no’s. There will always be believers and non-believers. You have to be your company’s #1 believer. On a similar vein, if you’re not absolutely head over heels in love with your idea, move on. The vast majority of businesses fail. Things will get hard, there will be many moments where quitting looks like the best option. If you’re not passionate about your idea, the business won’t go anywhere. Not to mention, no one else will feel passionate about it either!