The Illusion of ‘Unmet Needs’
We need another strategic approach
Out there in the distance, no customers are just waiting for you to show up. There are no ‘blue oceans’ or ‘low-competition zones.’
All human beings have 16 basic needs, and all needs are met. I argue that in my latest book.
There are no ‘unmet needs’; despite what some experts advise, looking for them is a waste of time.
There are no tasks people can’t solve. They might not be satisfied with the current solutions, but these solutions exist.
Our only option is to find a way to satisfy their needs better than the competition.
For instance, people need to travel and want to save time. Hyperloop is expected to be faster than trains or planes, so it looks promising.
If Elon Musk invents teleportation, it will be even more successful.
We don’t live in the Era of Great Discoveries but in the age of continuous improvements.
New technologies improve customer experience but don’t satisfy ‘unmet needs.’ Smartphones were better than cell phones, and that’s why they won.
Some companies like Uber or Apple find ways to fulfill customers’ existing needs radically better than rivals. They develop by leaps.
Others incrementally improve and polish their products. They may be less popular than Apple. But the customers see that their experience improve by the day and stay loyal.
Check out my new book, Red and Yellow Strategies: Flip Your Strategic Thinking and Overcome Short-termism, here. You can get it for free till the 15th of July!
Read also: Sense the world through your customers’ eyes. How to find out what your customers really want
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