If you ask people what they want, they're going to tell you they want a slightly better version of whatever they already have. That's if you're lucky. If you're

If you ask people what they want, they're going to tell you they want a slightly better version of whatever they already have. That's if you're lucky. If you're not, they're going to tell you they want whatever they think everybody else wants or they want what they think they're supposed to want or they want what you want them to want. If you're going to innovate, you ultimately have to go out on a limb and predict what people will want. That means high risk/high reward products not the kind of consistent reliable profits that Wall Street wants.