If you invest the time to understand the customer better than they know themselves, if you know the things they want or need even if they can't articulate it, you can begin to develop a good sense as to where there really are unmet needs in the market.
Scott D. AnthonyMake sure that you take the time to think about how other companies might respond to your idea, both those companies already in the market you plan to target as well as others that might imagine targeting that market.
Scott D. AnthonyYou still want to be thoughtful about what you do, no doubt, but you have to learn through trial-and-error experimentation as well.
Scott D. AnthonyAll disruptive innovators make it easier and more affordable for people to do what matters to them, and follow a strategy that doesn't at first glance make sense to the market leader.
Scott D. Anthony