Are you so excited about the solution that you have missed the need?

People buy a product or service to get a job done - The NEED. This need varies from market to market and customer demography.

Unfortunately companies tend to define the business opportunity in terms of the product technology or perceived use of its features. - The SOLUTION.

Very often, there is so much focus on the solution in marketing campaigns that the real need is often ignored. Worse business plans are derived from market studies that have glossed over the real needs in the market and are merely extrapolation from other market studies.

By thinking about markets from the perspective of need,  a company can more accurately determine which markets to enter and how best to adapt ideas better to solve the needs of job executors. A market is attractive for pursuit when it consists of a large number of job executors who are executing a job frequently and are deeply dissatisfied with their ability to execute the job effectively; hence willing to pay well to get the job done perfectly.

Radialis executives can help you better qualify your markets and help in your ideation process with useful insight.