To innovate, you want to start with identifying a problem(s) that is important and shared by a large # of people. We can also call this unmet need(s) of customers. Essentially, no solution currently addresses the problem(s)/need(s) well currently. When you then develop a solution that addresses the problem(s)/unmet need(s) well, this solution will be something many people need, not just something nice to have and wanted by a small # of people.
This video, from the author of "Talking with Humans" outlines how success starts with understanding your customers: