This is true, but waaaay too focused. If we think this way: "my drill is designed to make holes," and we position our products as such, we miss the serendipity of necessity and creativity. As creators/designers/product managers, I believe it's very easy to not see the forest for your tree. That is, you see the product that you know and love, designed to do what you designed it to do, and positioned in the marketplace in that way.
So... here again, collaboration and community provide (aka Web 2.0) an exciting venue.
What are your customers really using your products for, and how can you find out (and even encourage) this behavior? What if you asked customers to post CGM (consumer generated media) that describes unique uses they have found for your product? Reward the best ones in some way (contest, community points, whatever). Your site would attract routine traffic to see the new ideas... and once people see new ways to use your product... you might sell even more. You might learn about new features you should add to your next release... Make your customers part of your product.
Community + Creativity = great for your users and great for you too.
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