This very interesting post by Seth Godin spawned this post by Mark Fusco that applies the same idea to the business world (okay, music is a business too – but most music companies are so poorly run they barely qualify).
For instance, consider the buzz over the Volvo YCC, the first concept car developed by an all woman design team at Volvo. The car has yet to be manufactured, but some of it's more truly innovative features — my favorite, by far, being the slotted headrests designed to accommodate a ponytail — are already gathering a growing fan base, that if or when the car actually gets built will surely reflect great sales numbers for the company.
Who needs market research? Just start the buzz and if you can build good demand, make the product – otherwise scrap it.