You have to look at it at a different level. Build something customers want is implicitly 'something they want more than the current options they have'. If th

You have to look at it at a different level. Build something customers want is implicitly 'something they want more than the current options they have'. If the thing they don't have is clearly inferior, then no problem. This applies to completely new ideas. When you have a site like Facebook or Craigslist which has very large network effects, to bust into that you have to produce something people want more than those. That is a very difficult - though not impossible - thing to achieve.