Mention about ISINA on entrepreneur.com
A case study about an existing need — In an interview, Alexander Mamasidikov, the CMO of ISINA, added to what Jobs said, talking about the existing need that even a brand new, previously unimagined product must solve. Isina is an online platform where young musicians get mentored by Grammy Award winners and has clearly worked because it salves an already existing pain.
As Mamasidikov pointed out, “Before we launched, no one had really done what we’re trying to do with musicians and mentorships, but from interviewing young musicians, we quickly found out that our business idea was a winner: Young musicians want to get their big break, and we help them with that by creating a worldwide music talent search that opens opportunities for artists in all corners of the world. That is the desire we fulfill.”
Added the CEO: “Even if it’s in a way that our market couldn’t have imagined before we showed it to them, the jumping-off point was pain and desire in our market. Without that, we wouldn’t have a business.”
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