Alexander Shatalin

I've recently faced the situation when our team has promising product idea, however, we couldn't find any direct references (like competitors) in the market. It results in slow product discovery - hard to find respondents for customer development, hard to test hypotheses on target audience and etc. How would you deal with it? Someone'd say that we should shut down this product because there's no p/m fit for this idea, others'd say that's the Apple way to innovate when you do smth being 1st in the market. I'd like to hear product hunters on that