A successful business is one that delivers value to its customers and creates value for its owners.
Value is delivered to your customers when you do something for them
Better
Cheaper
Faster
Cooler
Different
However, it is likely that none of these will work for long, so continuous improvement and innovation are essential.
I agree with this, but only to an extent. There's another thing which must be considered and that's advertising. The thing is that if something considered "cooler" by one group of people doesn't mean that everyone will consider it cooler too. The tastes of people are different and that's why with proper advertising you can sell things most people dislike, consider uncool or too expensive. On the other hand, it's almost impossible to sell a thing, even if it is potentially good for most people, without advertising it at all.