When a individual/company gives the consumer what “they” want it allows them to passionately change the marketplace instead of just be part of it. The “inspiration” to make something out of the playbook even if there is no market survey to say that the consumer needs or wants it, is something so 
bold that it either fly’s high or crashes to the ground. This sends shock waves which other companies rush to join in the river before it takes them truly downstream. Big companies will spend billions on market research while some lady or man in a basement will think of something they really belief will just “work”. Innovation through a desire for a company to give the consumer what “they” want allows us to move in directions we never saw coming.
