To not again have another quote of Apple's Steve Jobs:
Yes, this was some time ago, but still is perfectly right. You do not believe it? Who wanted the Walkman, before it was invented? Who wanted "DOS, Windows, Office, and enterprise server software"? Who wanted the telephone, television, radio, computer, the mobile phone? All really big inventions have not been wanted by the public.
Dare to think big in these times. Innovation always has been and ever will be the key to success. Stay ahead of the market. Define your own market – not by shrinking it to a niche, but by transcending its given (by Nielsen or your own competitive analysis) borders and limitations.
Think Informal Markets! Extrapolate the existing (but new) independence, individuality, and impatience of the individual. Think services for a change. Think the product on top of the product. Think digital, mobile, and location.
And do it now! ("Innovation: Apple or The Importance of Finetuning Your Portfolio Life Cycles", lead/marke)
Read also: "Business Innovation: If the Consumer is King, the Brand must be the King's Jester", lead/marke.