The key to successful entrepreneurship isn’t to identify what the consumer wants and then present it in the most profitable way possible. The key is to offer a product that the customer doesn’t yet know he or she wants and then show them why they do want it. The most successful and innovative companies in the world, (Nike, Apple, Cisco, and Wal-Mart to name a few) have made it their business to be revolutionary instead of reactionary. They are the ones who have led us forward by creating new products and new opportunities. If you want to succeed, be a creator, a leader, and an innovator. Otherwise be content to watch other people and businesses succeed and be a follower.