That guy explained to me that quite the opposite, that forced us to "create" the market. A thing that is like exploring a jungle with a machete, whereas marketing an existing product is like driving on a toll road. To my surprise, he explained he preferred to have competitors: you know where the market is at, the typical pricing, there are events for your field, you know the essential features, you can compete on prices and plans, users are talking about the products, know how they can use it.
We, often, met clients who had no idea what our products could achieve for them, how to use them, how to integrate it into your processes. I have learned that there is nothing more dangerous than depending on your clients having imagination for a sale. You need to spoonfeed applications.