To uncover demand, you must understand way more than who your customer is.
What’s causing them to make a purchase?
It’s understanding value from the customer-side of the world as opposed to the product-side of the world. It’s about realizing the progress that people are trying to make based on their context. Your product or services are merely part of their solution.
Demand is caused by a struggling moment and the thought, “Maybe I can do better…” Without the struggling moment, there is no demand.
Demand is framed by who, when, where, and why.
The problem arises when you are solely focused on the supply-side view of your product or service and see everything through that lens:
How do I make it?
How do I position it?
How do I measure it?
How profitable is it?
