And for entrepreneurs, those moments — if you know how to pay attention — can be the starting point of something big. And for entrepreneurs, those moments — if you know how to pay attention — can be the starting point of something big. Related: 70 Small Business Ideas to Start in 2025When surprise strikesWhen something surprises me, I don't brush it off — I investigate. I've learned that those unexpected moments often contain more insight than hours of brainstorming. Until that point, Jotform had been entirely self-service.