tedster - 6:31 pm on Apr 23, 2010 (gmt 0)
The challenge here is also your opportunity - to guide the market's formation of new vocabulary. So whatever new words you've established internally, you definitely want to optimize for them from the start, even though there is no search volume... yet!
But in addition you need to consider what challenges your product or service is a solution for - and optimize around the keywords that people use to describe the problems they fact, and that your company offers a solution for. "Problem based" keywords are closer to the marketplace, even if a bit "higher up the conversion funnel."
By doing SEO for both "problem keywords" and "solution keywords" you will establish your company's presence in the market as its vocabulary evolves.