Jeffrey Phillips has a great essay at his blog Innovate on Purpose. His starting point is ideas from the book Blue Ocean Strategy.
One of the companies talked about is Southwest Airlines, a company often cited as a leader in their industry (and a model for other companies in all kinds of industries.)
Southwest was started by people who simply wanted to improve the ability to get around in Texas - really not much more than that.
A simple idea, that Phillips guesses comes from taking an innovation perspective.