This group exists because I became obsessed with one question: How much money is hiding inside things people already have? A business might already possess: customers an email list content unused capacity expertise relationships distribution trust data suppliers foot traffic a community an audience …and still be looking outside the business for the next opportunity. In The HUNT Lab, we go the other direction. We dig. We look for the overlooked asset. Then we ask: Who else could pay? Who already has the customers? What could be embedded? What could recur? What two unrelated business models could be collided? What would still be valuable if we removed the obvious product? And what is the smallest test that could prove we're right? Sometimes we'll HUNT businesses. Sometimes creators. Sometimes Skool communities. Sometimes completely ridiculous ideas. 😂 And occasionally we'll go all the way down the rabbit hole until we find what I call Grendel's Mother — the deeper problem or opportunity underneath the obvious one. If you want a HUNT, introduce yourself below and tell me: What are you working on? And: What do you suspect you're not seeing?