Imagine you’re trying to compete with Coca-Cola by creating a new soft drink.
A room full of business types would probably get together and say that you need to develop a drink that you can drink a lot of, tastes better and is cheaper.
But funnily enough Red Bull came along and made tiny cans, filled with a disgusting tasting drink (that everyone hated according to market research) and sold it for a lot more than Coca-Cola.
Red Bull now has profits of billions and they have their own Formula One team.
Lesson: Just because something doesn’t make much sense to business types in a board room, doesn’t mean that it doesn’t make sense in the real world.