Chip Wilson discovered that women liked to look great when they exercised and feel comfortable when they didn’t. Lululemon pioneered the activewear trend way back in 1998—a market that is predicted to grow to $178 billion by 2019.

Dave Gilboa worked out that we hate feeling ripped off and paying as much for glasses as for an iPhone. Warby Parker cut out the middleman and married great design with fair prices.

Sarah Regan realised that people didn’t always want to send a dozen roses. The Little Flowers business has blossomed, delivering small bunches of seasonal, local flowers for $30.

Travis Kalanick figured out that we hate waiting and uncertainty. The Uber app added killer features that fulfilled the wants and needs the taxi industry hadn’t addressed.

Steve Jobs understood that how it feels matters just as much as how it works. That single insight drove everything that Apple did, making it the most beloved brand and most valuable company in the world.

Our best ideas are born from unmet needs. The insights we gather today about what people want and how it could exist are the competitive advantages of tomorrow.

Image by Ross G. Strachan.