That is the line that jumped out to me as I was reading my latest book – Change by design by Tim Brown.  I’m only in chapter 2 – converting need into demand.

He says that the tools of conventional market research might help with incremental improvements, but that the rule-breaking, game-changing, paradigm-shifting breakthroughs happens in a risk-taking “no one has ever thought” about ideas that come in design thinking.  Helping people articulate the latent needs they may not even know they have – is their challenge.

If you watch Malcolm Gladwell’s talk on spaghetti sauce-there is a similar message.

Make things that people don’t even know they want yet.