If you always rely on what the customers tell you that they want, you won’t be very innovative. As Henry Ford ones said – “If I had asked people what they wanted, they would have said faster horses.”
There are many ways to think about this, but one strategy that has been effective for me so far is fast and cheap tests. Develop an inexpensive version of the product, or offer a product before you have the capability to scale it, etc. If you are able to test the demand quickly and before investing a lot of money or time, you are winning.