Multi-dimensional coin side "C": Build something which the customer does not know, has not anticipated, and cannot yet contemplate but which you have thought through and fully believe is going to provide huge benefits over the status quo ante once it's iterated and evolved a bit. Risky because your vision may simply be wrong, or the market may prove you right a few years after you've run out of money and failed... but potentially the biggest impact of all and at least a realistic option in some cases. Remember what Henry Ford said: "If I had asked people what they wanted, they would have said a faster horse."
That is part of Side A: You 'know' the customer wants this unknown risky awesome device.