This involves understanding what problem the customer needs to solve. For example, entrepreneur Steve Jobs of Apple, Inc. developed the iPod for consumers who wanted to take their music with them, for example while walking, running, or exercising. Difficult to do these things with the options available at the time. Imagine how difficult it would be to run five miles with a big stereo on your shoulder. The regular introduction of innovative new products has made Apple, Inc. a leader in innovation, and any new product or update is something new that the customer will not only pay for. Not to mention queuing outside the store a week before launch waiting for the opportunity to purchase the new innovation or update! In conclusion, entrepreneurs also look for innovation to increase their revenue. By introducing new products and services that customers are not yet familiar with, developing a new technology, or changing the quality of an existing good, entrepreneurs can secure a company a high market share. This is because the new innovative product or service is considered an early mover. Companies that adopt this strategy are able to command high short-term prices for their products and services, as they recover their invested capital before competitors enter the market.