We have spoken about this issue before, but many modern start-ups are "solving a problem" that does not really need to be solved, so when we see entrepreneurs that try to tackle a real-life problem we tend to take notice.
Take NurseBuddy, a company trying to make the lives of nurses, old people and their relatives - easier. They might not have the most scalable business in the world, but they are making a change and they way the are doing it is a lesson to all other startups out there.
The CEO, Simo Hännikkälä is known for spending a lot of time on the road with Nurses, when they are visiting their patients. That way the company stays close to their users and knows exactly what they want and need.