Remember that some core tasks may not yet have been learned by the users. The users may already have the underlying need to perform a task with your product, but you or the entire industry may not yet have provided solutions that are good enough for the users to learn the new task. Such tasks represent possibilities for innovation.
Alternatively, you may as a company simply not be aware that an underlying need exists. The SMS anecdote earlier in this chapter is an example of such a case. Again, such needs are possibilities for innovation and profit.