What edw519 is saying here doesn't require creativity though. It's pretty much what I did in my first side business: I could see the problem customers at my day job were trying to solve by combining some products we sold, and I realized that they would happily buy a single product that did what they were trying to get done. No thought required, just implementation and marketing.

The owners of the company thought my idea was dumb, so I built it myself and sold it into a completely different market.