Focus on the market and user. How does the user interact with your product or service? Find out what hasn’t been met and how things can be improved. There is definitely a way to improve on things, since nothing is perfect. Dyson made vacuum cleaners a tech-gadget with its futuristic design and disposing with flimsy one-use filters.
Don’t fight the market, move the market boundaries. Create the necessary foundations to define the boundaries of the new marketplace. Apple did this by creating iTunes and the Apps Store, making it affordable to people to buy songs and easy to access from all iDevices. It created a new ecosystem where new customers can thrive, and retained.
Build on your strengths and hide your flaws. Apple focused on user-experience where it could make a difference rather than showing off its technical specification. In the iPad 2, it didn’t tell people how much RAM it had but told them it was lighter and thinner – things that were more important for portability in tablets.