The intention here is not that a person has some specific idea of what they want and then you make it, that's thinking of the test backwards. The intention is that when presented with something you have created, a person will want it. So yes, you can create markets. Or you can chase markets. It works either way, because it's the meeting of product with potential consumer that matters. Along those same lines, you might invent a cure for cancer, but if nobody sees it, you really haven't done much.