General business plan:

1. Make them believe they need it.
2. Sell it to them.
3. Profit !

More specifically software-oriented:

1. Make them believe they need feature X.
2. Demonstrate that your new product has it.
3. Profit !

More of a long term version of the above:

1. Make them believe that they need features X, Y and Z.
2. Demonstrate that your products support some or all of them.
3. Profit !

The plan to rule the world:

1. Keep coming with new features until nobody understands a thing.
2. Now your products are the only ones with new features.
3. Profit !