As they will further inform us, opportunity is created when businesses match supply to demand. It is the prioritized and actionable plan for realizing the most profitable demand for the business. It is a systematic approach that enables companies to identify and embrace the most profitable current and emerging demand in the market. Demand Strategy shifts the basis of competition away from commodity products, features and price. It provides the weapons to make you uniquely Relevant and Differentiated with your target Demand.
Most companies do customer research.
It does not look at all of the factors creating and impacting emerging and future demand. This approach is mimicked by the competitors and, as expected, does not yield significant nor differentiated results. This creates the breakthrough that allows for the development of insights not shared by the competitiors.