Don’t Chase Demand – Create It with a New Category

Why marketing your solution is failing and how crafting a compelling lens on the problem can unlock untapped potential in your market.

Your marketing channels aren't broken. Your category is.

Many years ago, a British shoe manufacturer sent two salespeople to Africa to investigate and report back on market potential.

The first salesman reported, "There is NO potential here - nobody wears shoes."

The second salesman reported, "There is MASSIVE potential here - nobody wears shoes."

Most marketing approaches the market like the first salesperson - it begins where demand already exists and seeks to catch a portion of it…

The greatest companies, by contrast, successfully market the problem they solve and thus create demand for their product or service.