Steve Jobs has a bunch of videos on creating products- https://youtu.be/Q3SQYGSFrJY

Some person or small team needs to have a vision of what they are crafting and have the skill to execute on it even if users initially complain, because they always do. And the product that is crafted is either one customers want or don’t. But without a vision you’re just a/b testing your way to someone else replacing you in the market with something visionary.

This requires correct vision + enough influence to execute.

This is not a repetitive process. It’s pretty hard to tell apart a visionary from a lunatic until after they deliver an outsized success.