Eric Siu explains how to create demand by teaching the market about a problem they didn't know they had. Early toothpaste and car companies did this by educating consumers about needs that didn't exist. Guide prospects through that journey and you become the obvious choice.
What does creating demand even mean? Creating demand, which is all the things about what are all the steps that someone takes to realize that they need product analytics software. They probably hear things word of mouth. They probably see problems in their business. They probably do some level of searching. They see what people are doing in communities. They're listening to people's podcasts. All of these things that help people understand what is the business problem, what is the actual solution, and positioning your business as the only choice because of how you've set up either your category or things like that. So going out and creating demand for something at some point people didn't realize that they needed toothpaste or a car, right? And some company had to go and educate the market on why a car was better than a horse or why toothpaste was better than doing nothing. And being the company that teaches everyone that this is something new, here's the problem that you didn't know about, here's the solution that you didn't know about, even if there are multiple solutions available, they're going to consider your business first because you brought them along on that journey.
