"The best designers carefully move from exploration to refinement, making sure they spend enough time exploring before locking themselves into a design approach." - Jared Spool

Rather than hone in on a product or customer, and find the other, start wide and converge on a better fit.

This involves a change in mindset - you're not selecting from the best options known to you, but exploring and expanding your options and eliminating the combinations that don't work.