Why the riskiest thing you can do is be safe and not audacious? Because going for "safe" in marketing (as well as in life) means really setting you up for mediocrity (does "mediocrity" sound better than "Loser"?). Anyhow, nobody likes to be called that. Well, then don't do it! Think harder, listen harder and take all that and put it into a new idea. No, not a new wonderful creamy soap ... we have enough of those. Dare to do something which was never done before.
In case you are wondering where to start looking for such brave ideas, well, start by looking for trouble -- better said: look for problems. Yes, try to identify problems. If you cannot find the solution to these problems (you must see some, unless you are perfectly blind), then here is your opportunity!
Let me give you an example: I lost track of how many times I came home from a business trip, totally enraged. Why? Because most of these commercial airline companies (or should I call them C-class airlines?) are one big, delayed, ugly and sad story! As you can imagine, I do fly commercial airlines, not private jets. So, what usually happens when I return from one of these wingless flights? I scream and kick and share my happiness with my family and friends. Until one day I read one of Seth Godin's books and I discovered www.planetfeedback.com
I'm happy now: I found a place where I can scream and kick (a.k.a. write and distribute), be heard by lots of people (many of who have been through the same delights as me) and possibly disturb some of these fat and consumer-ignoring companies and make them listen to what their consumers have to say. If I'm lucky enough, I might live to see the day when I get into an airplane and, instead of getting all kind of retarded answers from (not-even-smiling) flight attendants, they will set themselves on fire for offering masochistic anti-customer service to their customers.
Anyway, you get the picture. What Planetfeedback.com did was to come up with a solution to a widely spread problem: people like me who did not know which jar to pick first to scream in it and then run with it to the top of the hill to release the rage (remember Droopy?).
Start watching Droopy cartoons, also keep your eyes wide closed and listen well, then come up with a solution that will help you achieve greatness.