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Abstract
Rather than segmenting customers according to age, lifestyle, and regional and social characteristics, creating a demand landscape maps the intersection of behavior (activities, projects, tasks, and to-dos driven by goals, needs, urges, sensations, and desires in the social-cultural context) with the capacity of an innovation to fit in and embed itself in the way in which people operate every day. This chapter provides a step-by-step guide to creating a demand landscape for your company. This chapter is excerpted from ‘Hidden in Plain Sight: How to Find and Execute Your Company's Next Big Growth Strategy'.
Chapter from: "Hidden in Plain Sight: How to Find and Execute Your Company's Next Big Growth Strategy"
Published by:
Harvard Business Publishing
Length: 22 pages
About
Abstract
Rather than segmenting customers according to age, lifestyle, and regional and social characteristics, creating a demand landscape maps the intersection of behavior (activities, projects, tasks, and to-dos driven by goals, needs, urges, sensations, and desires in the social-cultural context) with the capacity of an innovation to fit in and embed itself in the way in which people operate every day. This chapter provides a step-by-step guide to creating a demand landscape for your company. This chapter is excerpted from ‘Hidden in Plain Sight: How to Find and Execute Your Company's Next Big Growth Strategy'.
Related
Chapter from: "Hidden in Plain Sight: How to Find and Execute Your Company's Next Big Growth Strategy"
Published by:
Harvard Business Publishing
Length: 22 pages