A good business will let the customer know how great their product or service is by showing them the advantages of availing of the product. Always try to identify the needs of the customer by filling a niche in the market. Some products or services will simply not sell because there is no gap in the market for it. Of course the ultimate example of innovative and creative product invention and design is Apple, with their original iPod, created before anyone knew they couldn’t live without one. If you can create a product like this, then you are a true genius just like Jobs.