I have just finished reading "The Innovators Dilemma" by Clayton Christensen. This is a business book about firms trying to market new technology. Big firms listen to their customers, but miss new markets. The products developed for new markets eventually take over the older established markets and the old companies go bust.
The arguments in the book make a lot of sense, but then it is still hard to know what to do about it. That is a being a bit mean to the author, who does offer much sensible advice on how to sell new things.