We can can choose to invent demand for what we make, or or fill supply for what is desirable. The former takes a certain type of creativity and endeavour, it’s been the bellwether of many large industrial stalwarts. Sure they incrementally change the offer – but only to justify making noise as part of the demand generation process.
The alternative is to make something people really want. To anticipate genuine needs and fill them, no matter how difficult it seems for our supply chain. While this has the benefit of a natural peer to peer sharing, it also ensures we are serving others, and not just the short term needs our organisation.