I think you probably need to be embedded in the industry for a while so you have both a good handle on how the industry works and the connections to get a foot in the door with any new solution.

many of them don’t know what they need. I often think of the Ford(?) quote, “if I asked people what want they wanted they would’ve said faster horses”

Ya, I worded that poorly. I didn't mean to say it's that easy to find them, but there are a bunch of them out there.