Define your own success: If you're going after a million bucks with your own startup, you've already failed yourself. Instead, do something because it's interesting, challenging, it offers you the chance to learn something new or gives you the chance to work with really interesting people. Most startups that are designed to make money, especially in this environment, don't.
Designing your product for monetization first, and people second will probably leave you with neither.
Communicate, communicate, communicate: If anything, make sure to communicate what you're doing, what you're up to, what's going on and what issues your facing as often as you can - even if [you think] no one's listening. This serves both as a log of your activities and a personal record that you can refer to later but also opens the possibility that someone might just come along and be able to help you in some unexpected but totally necessary way!
To me it seems pretty obvious that it would be simple to build a business around helping people achieve autonomy, a feeling of competence and relatedness. In fact, every web company that has been successful thusfar has their business build solidly on one or all of these. And I believe that as people discover that these things are within their reach, they will gravitate more and more towards companies that offer tools to helping them achieve happiness.
