Conventional business wisdom says choose Option 1 - an unfilled need - and the world is full of failed conventional businesses :)

I would say choose Option 2 (Do what you like) every time...but only if you want your business to succeed ;)

The problem with pandering to the needs of others is that you can easily lose your connection to yourself, and when that happens, you really have little of value to offer those people anyway.

When you run your business instead in a way that would please You (if you were the customer), you will then be lined up vibrationally with "who you really are" (the broader you) and you will be infused with the power to attract those who want what you have to offer, even if they are different people to those you would normally expect to do business with.

I tend to cite Steve Jobs of Apple Computer as a prime example of this idea.

He's stubborn enough to stick to what he believes is the right product for his company to produce despite what anyone else tells him. Most recently, he pushed for the IPad tablet computer at a time when many other businesses had already tried and failed, and decided that tablets were a waste of time. As with other Apple products, it had to be done the way he wanted it done. If you look at his personal history, Steve Jobs has a reputation for demanding the products please him.

The result?

Now it seems almost every techno-junkie in the world is chasing after owning a tablet computer of some kind, and almost every computer manufacturer is trying to jump on the bandwagon...Steve Jobs has made a worldwide market out of nothing just by pleasing himself.

I use this principle (of pleasing myself first) as a cornerstone in almost everything I do - and it works reliably and very successfully.

Simon Templeton has explained this idea as well as I can in this answer:...

If in whatever you do, you hold yourself to the standard that it must be done in a way that would please you if you happened to stumble across it (whether it is a product you sell, or something you paint, or a message that you write on Inward Quest, or anything really), then you'll be setting yourself up with the perfect vibrational tone for success.

I think the answer to youR question is (sorry another questio) Do you want to be joyous while you work or just make a crap load of money and maybe not be fulfilled with your time?

Answer that then you have answered the other. (Oh and there is no guarantee that the unfulfilled need will be a cash cow but the thing that you like to do will work better with your Emotional Guidance System)

Michael

I also want to point out- while it is important to please yourself- this shouldn't mean disregarding everyone elses advice out of preserving your own ego, but do take the advice that really ressonantes with you or makes you aware of "oh shit I didn't see that about myself/my idea- you are right" If you listened to no one and just hasitly went about doing your big project- there would be sooooo many pitfalls and it would be done in vain- for the ego. If I wanted to do something I would get many opinions and research many ideas while still staying very connected to myself in the process- Clarity in your desires is what is most important- not just going after what you want. What you want could end up confusing people/turning people away and possibly not feeling right to you even if it was what you were super attached to out of ego. We have to remember steve jobs studied a bunch of different subjects- from caligraphy to even farming and organic living- and traveled to india- so he incorporated and was open initially to filling his mind with tons of resources and influences early on BEFORE he even made any decision to create apple. In this sense, his bluntness and stubborness served for the best of all because he was not serving his ego, but he was instead serving his vision- which was a very clear idea of how it would benefit all. Most people get this mixed up saying he was only serving his ego. He wasn't serving his ego- he was serving the VISION of his product- and that initially came from having an extremely open and non-egoless mind- to refine ideas in his thoughts down to the core- before it could ever become a thing in reality- a tangible object. If steve jobs created his product out of ego he would have been too attached to too many stupid ideas and the resources wouldn't have came to him becuase it wouldn't have been serving the greatest good of all. He would have got stuck far back, even if the idea was good it wouldn't have been formed properly if ego was running it and he had too many attachments in the way. He was attached to the vision- and the vision was the connection to source. So in this sense the best kernal of support I can give to you is to be ruthless only in supporting your vision. The vision came to you from source, and so that is why you feel compelled to serve the vision- because if its correct its meant for you to fulfill in order to serve the highest good. The hardwork and "stubbornness" aspect comes in the connecting the dots between what was in Job's mind and what was to become a tangible product. Of course you will fight for your baby if you have already been clear about what is needed. Fighting in a way is necessary in this aspect- perseverance. This perseverance is what got him the right people, the right components, the right knowledge, the right research to come together- in a way alchemy. I'm sure there were some hurt egos in there- but he held the vision and so he had the right to be stubborn about it. If you are going to have a child you have the right to be stubborn about being in a non smoking room or eating the right foods, that's how you insure your child is healthy so when it does come its clear and ready for the world at its best initial state. If you are attached to the idea of your child and yet you have an ego in the way- you may not treat yourself the greatest- and you may end up dissapointed, stressed out, not feeling supported- maybe binge drinking or eating shitty foods (metaphor for thought as well)- all which transfer onto your end product (this happens biologically between mother and child also!) which would result in something not as healthful or helpful to the greatest good- i.e. a product or service which is not as clear and light-giving. I hate to make this metaphor that babies are "products" but it is in a way true- as humans we are created to shine our greatest light for all- and we do have a choice after a certain part in our lives to choose to be this light if its not already our natural state. Some babies, unfortuantely are born crack addicted, etc. And they cannot giggle and laugh as smile and be their fresh lights in the world if they were not prepared properly. This is the same of products and services. There are always chances to make a change and a switch- but the preparation and the dedication to the vision out of the clarity and purpose (and not ego/attachment- unless these are funneled in service of vision) is what brings about the greatest good to all.