Most books / talks will advocate finding your customers first, which means listening for problems that they have. It doesn't mean there can't be a solution on the market already, because competition in itself is validation that there's a need, but it means you need to be better than your competition in executing 1-2 particular features your customers want.
A common example is a large enterprise product having so many features that certain customers are turned off from the bloat; you could step in here, execute 1-2 features well, and sell that (provided customers want that).