Products and consumers. Obviously there has to be a relationship between the two; a special relationship; magical and well thought out interaction.
And then; you have a given society with its interest; expectations and values. Read into those; find a way in which your product will participate and interact (no just sales) with that society.
Always; be predictive and futuristic. What we mean here is; please and exceed expectations. 1 or 2 steps ahead are beneficial. While 3 steps ahead has little relationship to profits.