I liked this article. A lot of what I see encouraged by incubators and investors is "swing for the fences" type startups where they try to expand your sights to aim for as broad and as lucrative a market as possible. These are a horrible idea for most first time founders, especially those attempting to escape the shackles of a corporate job. Founders that set their sights lower and have a crystal clear plan of how to achieve profitability are much more likely to succeed.