Unique Design and Innovation

In A Whole New Mind, under the design section it discusses how the market has remolded itself over the years. Things have changed-- now to enter the competitive market you must have a base line of a reasonable quality and price but, in order to stay, there are many more requirements: beauty, meaning and a level of art in whatever you make, or rather, design. I thought this comic illustrated that principle. When companies start to put out products that are all competitively equal, no company sticks out unless they are thinking outside of the current market and taking the initiative to find what changes the consumer wants and would expect from a new product design. In essence, they have to work to create something others haven't thought of, and use their talent to recognize how to design a product to fulfill someone's needs-- even ones the consumer never knew they had.