Demand Horizon: Preface by Gerry Campbell
=> Key takeaway (page 17)…
“It’s not good enough to innovate, and this is an all-too-common tale. Product creators must understand the unmet needs of the customer and explore beyond the known horizon of the market to sense where opportunities lie. Technology itself—or any value proposition for that matter—is useless until customers express a need for it and that need is discovered.
That’s the core idea behind the demand horizon model: it’s a mental model, or framework, for understanding market-driven demand. Understanding demand is the single most critical thing a company can do to ensure its success.”