What you're saying is true, but not simple. Suppose I'm providing a shoe-shine service. I understand my customers well and make every improvement I can think of, but still don't generate excitement. How do I tell if (1) the next improvement will lead to the tipping point or (2) no improvement will generate excitement until I target a different set of people more likely to get excited about shoe shining or (3) Nobody else is as excited about shoe shines as I am, and to generate excitement I need to take my service in a different direction? There are three possible paths. Which one leads to making something great?