Insider knowledge is a double-edged sword. The players in any industry need to keep on top of the jargon and emerging, market-driven trends. But industries can quickly become echo-chambers, endlessly tweaking a product that no longer fully serves the consumer. Better, says Sara Blakely, to think like a consumer. She should know. With her company Spanx, she singlehandedly turned the ladies’ undergarment industry on its head.Explore your frustrationsStudy all existing solutions firsthand. Ask: Which of my needs is not being met?By isolating the need that is not being met, you create a new lane in the market.Gather feedback earlyGo to the front lines to test your proof of concept. Conduct small, local focus groups.