The great man decided the company should make a new product - a handheld calculator.
Marketing were appalled. They were so sure there was no market for the calculator that they hired the Stanford Research Institute to do an analysis.
SRI's report agreed with the marketing department. There was no market for the device.
The report was presented to the great man who said:
"Well I guess that gives us the go-ahead."
The product was a stunning success in the market.
Moral: No one thinks there's a market for something that doesn't exist