Copy/Paste was yesterday: How to successfully develop innovative products for Amazon

Steve Jobs once said: 'Creativity is simply connecting things'

Artists often criticize this quote from Jobs for the following reason: Is creative thinking and design nothing more than the art of combination? From an artist's point of view, I accept this objection. As an entrepreneur, however, I say: That is exactly the art - the connection of things! 

There are 2 groups in product development: the «opportunists» and the «individualists». The former, armed with "photocopying glasses" are always on the lookout for bestsellers - especially on marketplaces like Amazon. In order to copy them as best as possible. The result: sale via pricing. Not exactly a guarantee for good margins and profits. 

The "individualists" - ie pioneers - are looking for something completely new. The result: who and how will customers find the “completely new” on a market like Amazon? A marketplace heavily driven by keywords? And not (yet) as strongly inspired as, for example, teleshopping. A risky strategy at Amazon... 

My strategy: Observe and analyze what customers are buying and looking for, and build a NEW product world from that. Not more of the same, but better for the customer. After the "mathematical" analysis of trends and buying behavior, I put on the "customer glasses" in each case: How does the customer think? How does he live? How does he behave? I develop products according to these criteria and use design thinking as a method. In addition, "lateral thinking" paired with tough customer feedback in between. And definitely with the courage to niche. This does not have to mean that no quantities can be made with it, as my products also show. 

What does this have to do with Steve Jobs' quote?

Example: drip.it www.dripit.ch - if everyone is making bottle holders to stand on, who is thinking of the customer with little space in the kitchen? Isn't this a growing market when we see the trend of tiny houses and camping? So why not combine these two things?