Douglas Rushkoff's "Get back in the box" says right in the introduction that you should forget about all the megatrends and all the good sounding storytelling/business crap around your product and just make a good product. I like it already. Sits well with cluetrain, with branding is dead, with marketing is dead, with "DRM is nog going to bring you more customers", and with everything I believe in to boot. In other "Just make something people actually want goddammit" news, here's Guy Kawasaki's also likeable idea about what you should aim for in your product.