All you need to do is ask a few probing questions and your customers will help you understand their needs and then you might be will be able to see new opportunities.

Instead of spending a lot of time waiting for a great business idea to suddenly materialize, get out in the world and ask questions. "If you look at things with a quizzical approach, you're going to uncover a lot of opportunities. A lot of times the answers you come up with are going to be wrong, but if you keep asking questions, eventually you'll hit on the little thing that's not quite right, and go from there." Via How A Student Made Three Million Dollars With A Free CliffNotes Website

You might be making the biggest marketing mistake - thinking your customers are just like you.

"Knowing exactly what your market really wants as a result of doing business with you is so fundamentally important that when you get this wrong, the problems created trickle down to every other area of your business." Page 66, of Tips and Traps For Writing an Effective Business Plan (Tips & traps)