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Can you create demand, or only find it?

Top voices on customer demand: Rob Snyder, Boris Cherny, Peter Drucker, Steve Jobs, Eric von Hippel and 10 others.

Many here say demand is there to be found; others say makers and salesmen bring it into being.

43 dated claims from 15 people · 4 views · most recent 9 Oct 2026

The views

Our reading of what a group of claims have in common, one level above a korrent: a korrent is our reading of what somebody said, a view is our reading of what several korrents share. The claims are printed under it, so the sentence can be checked against them.

Nobody is filed under a view — claims are. A person is named here because a dated claim of theirs sits under it, and somebody whose claims sit under two views appears under both.

  1. Demand is already there, and a builder finds it rather than makes it

    Rob SnyderJason EvanishPaul GrahamMarc Andreessen

  2. What people already do with their own hands shows where demand is

    Sean EllisBoris ChernyClayton ChristensenEric von Hippel

  3. Demand does not show up in research, because people cannot say what they have not seen

    Rob SnyderEvan SpiegelColin PercivalSteve JobsClayton Christensen

  4. Makers and salesmen bring demand into being, and a want is only potential until they act

    Akio MoritaJohn Kenneth GalbraithPeter DruckerEdward Bernays

A viewour reading

Demand is already there, and a builder finds it rather than makes it

14 claims filed here, newest first — each in the words of whoever said it.

A startup that unblocks latent demand on many people's to-do lists can grow insanely fast.

  1. Rob Snyder Author of The Power of Pull and writer of the newsletter… But the good thing about latent demand is that if there’s a latent project on a huge number of peoples’ to-do lists, when you show up with something that unblocks them, it’s like you burst a dam - and, as a result, you can grow insanely fast. This, I think, explains a significant chunk of the startups that go $0-$100M overnight. Latent Demandthephysicsofstartups.substack.com · 9 Oct 2026All korrents from this piece
    Their wordsBut the good thing about latent demand is that if there’s a latent project on a huge number of peoples’ to-do lists, when you show up with something that unblocks them, it’s like you burst a dam - and, as a result, you can grow insanely fast. This, I think, explains a significant chunk of the startups that go $0-$100M overnight.

    ↗Latent Demandthephysicsofstartups.substack.com

    9 Oct 2026

Show all 14 claims

Removing a constraint matters only if people are already leaning against it.

  1. Rob Snyder Author of The Power of Pull and writer of the newsletter… Removing a constraint only matters if people are leaning against the constraint - if they have either an active project or a latent project that’s blocked right now. Latent Demandthephysicsofstartups.substack.com · 9 Oct 2026All korrents from this piece
    Their wordsRemoving a constraint only matters if people are leaning against the constraint - if they have either an active project or a latent project that’s blocked right now.

    ↗Latent Demandthephysicsofstartups.substack.com

    9 Oct 2026

Latent demand needs no convincing: it is already on people's mental to-do lists, blocked by a constraint.

  1. Rob Snyder Author of The Power of Pull and writer of the newsletter… And this would happen without anyone needing to change their priorities or be convinced of anything. The latent demand is already there - it’s on their mental to-do lists right now! But it is blocked, and there is currently no way to un-block it, so there on the Trello board it stays. Latent Demandthephysicsofstartups.substack.com · 9 Oct 2026All korrents from this piece
    Their wordsAnd this would happen without anyone needing to change their priorities or be convinced of anything. The latent demand is already there - it’s on their mental to-do lists right now! But it is blocked, and there is currently no way to un-block it, so there on the Trello board it stays.

    ↗Latent Demandthephysicsofstartups.substack.com

    9 Oct 2026

New technology reveals latent demand that was already there; it does not cause it.

  1. Rob Snyder Author of The Power of Pull and writer of the newsletter… the latent demand was there already. It was not caused by a new category of product, a new technology emerging. The new technology simply revealed it, we can say. Latent demand: Do customers always "know" what they'll buy?youtube.com · 9 Oct 2026 · 4:47 into the videoAll korrents from this video
    Their wordsthe latent demand was there already. It was not caused by a new category of product, a new technology emerging. The new technology simply revealed it, we can say.

    Where this was said

    Watch from 4:47 plays here

    ↗Latent demand: Do customers always "know" what they'll buy?youtube.com

    9 Oct 2026 · video · 33m · spoken · machine transcript

If there is no competition there is probably a reason, because demand tends to pull some sort of supply into existence.

  1. Rob Snyder Author of The Power of Pull and writer of the newsletter… if there is no competition, there's probably a reason because when demand exists, it tends to pull some sort of supply into existence. Debugging your product-market fit with Rob Snyder (author of Power of Pull)youtube.com · 19 Aug 2026 · 0:14:41 into the videoAll korrents from this video
    Their wordsif there is no competition, there's probably a reason because when demand exists, it tends to pull some sort of supply into existence.

    Where this was said

    Watch from 0:14:41 plays here

    ↗Debugging your product-market fit with Rob Snyder (author of Power of Pull)youtube.com

    19 Aug 2026 · video · 2h 05m · spoken · machine transcript

Demand exists independently of products or features.

  1. Rob Snyder Author of The Power of Pull and writer of the newsletter… demand isn't about products or features at all. He saw that demand is something that exists independently of products or features. The Power of Pull: What You Need to Know About Customer Demand to Build a Successful Startup (and Why Most Founders Get It Wrong) (Basic Venture, 2026)books.google.com · 7 Jul 2026All korrents from this piece
    Their wordsdemand isn't about products or features at all. He saw that demand is something that exists independently of products or features.

    ↗The Power of Pull: What You Need to Know About Customer Demand to Build a Successful Startup (and Why Most Founders Get It Wrong) (Basic Venture, 2026)books.google.com

    7 Jul 2026

A founder cannot make someone want to use their product any more than they can make another person fall in love with them.

  1. Jason Evanish Founder and CEO of Get Lighthouse Just like the Genie in Aladdin can't make someone fall in love with you, as a founder, you can't make people want to use your product. “Not our biggest problem.” A painful startup lesson.jasonevanish.com · 16 Sept 2025All korrents from this piece
    Their wordsJust like the Genie in Aladdin can't make someone fall in love with you, as a founder, you can't make people want to use your product.

    ↗“Not our biggest problem.” A painful startup lesson.jasonevanish.com

    16 Sept 2025

Trying to conjure demand tends to produce nothing, while found demand gets an immediate reaction.

  1. Rob Snyder Author of The Power of Pull and writer of the newsletter… Now, what tends to happen is when you're trying to conjure demand, you do these things and kind of nothing happens. Whereas when you've found demand, when there was demand organically, people are like, oh my gosh, right? This is exactly what I was looking for. Startups that Find Demand vs. 'Conjure' Demand | w/ Rob Snyderyoutube.com · 12 Sept 2025 · 12:46 into the videoAll korrents from this video
    Their wordsNow, what tends to happen is when you're trying to conjure demand, you do these things and kind of nothing happens. Whereas when you've found demand, when there was demand organically, people are like, oh my gosh, right? This is exactly what I was looking for.

    Where this was said

    Watch from 12:46 plays here

    ↗Startups that Find Demand vs. 'Conjure' Demand | w/ Rob Snyderyoutube.com

    12 Sept 2025 · video · 42m · spoken · machine transcript

Startup tactics are a response to demand and only work sustainably if demand is there.

  1. Rob Snyder Author of The Power of Pull and writer of the newsletter… The tactics are a response to demand and they only work if demand is there in a sustainable way. Startups that Find Demand vs. 'Conjure' Demand | w/ Rob Snyderyoutube.com · 12 Sept 2025 · 13:17 into the videoAll korrents from this video
    Their wordsThe tactics are a response to demand and they only work if demand is there in a sustainable way.

    Where this was said

    Watch from 13:17 plays here

    ↗Startups that Find Demand vs. 'Conjure' Demand | w/ Rob Snyderyoutube.com

    12 Sept 2025 · video · 42m · spoken · machine transcript

Demand is so hard to conjure that founders should find it and choose their tactics from the demand side.

  1. Rob Snyder Author of The Power of Pull and writer of the newsletter… And that, what that tells you is just how hard it is to conjure demand. Right. If the smartest people can't do it, then it's like, okay, cool. I need to go and find demand and decide on my tactics based on what's on the demand side, because people smarter than me cannot conjure demand. Startups that Find Demand vs. 'Conjure' Demand | w/ Rob Snyderyoutube.com · 12 Sept 2025 · 34:06 into the videoAll korrents from this video
    Their wordsAnd that, what that tells you is just how hard it is to conjure demand. Right. If the smartest people can't do it, then it's like, okay, cool. I need to go and find demand and decide on my tactics based on what's on the demand side, because people smarter than me cannot conjure demand.

    Where this was said

    Watch from 34:06 plays here

    ↗Startups that Find Demand vs. 'Conjure' Demand | w/ Rob Snyderyoutube.com

    12 Sept 2025 · video · 42m · spoken · machine transcript

Founders build things no one wants because they begin by trying to think of startup ideas.

  1. Paul Graham Co-founder of Y Combinator and Viaweb Why do so many founders build things no one wants? Because they begin by trying to think of startup ideas. How to Get Startup Ideaspaulgraham.com · 1 Nov 2012All korrents from this piece
    Their wordsWhy do so many founders build things no one wants? Because they begin by trying to think of startup ideas.

    ↗How to Get Startup Ideaspaulgraham.com

    1 Nov 2012

In a great market, the market pulls the product out of the startup.

  1. Marc Andreessen Co-founder of Netscape and of the venture firm Andreessen Horowitz In a great market—a market with lots of real potential customers—the market pulls product out of the startup. The Pmarca Guide to Startups, part 4: The only thing that matterspmarchive.com · 25 Jun 2007All korrents from this piece
    Their wordsIn a great market—a market with lots of real potential customers—the market pulls product out of the startup.

    ↗The Pmarca Guide to Startups, part 4: The only thing that matterspmarchive.com

    25 Jun 2007

Short of a truly transformative product, do not count on creating a new market from scratch.

  1. Marc Andreessen Co-founder of Netscape and of the venture firm Andreessen Horowitz I’m saying, bring a product as transformative as VMWare’s to market and you’re going to succeed, full stop. Short of that, I wouldn’t count on your product creating a new market from scratch. The Pmarca Guide to Startups, part 4: The only thing that matterspmarchive.com · 25 Jun 2007All korrents from this piece
    Their wordsI’m saying, bring a product as transformative as VMWare’s to market and you’re going to succeed, full stop. Short of that, I wouldn’t count on your product creating a new market from scratch.

    ↗The Pmarca Guide to Startups, part 4: The only thing that matterspmarchive.com

    25 Jun 2007

A viewour reading

What people already do with their own hands shows where demand is

10 claims filed here, newest first — each in the words of whoever said it.

What users actually do matters far more than what they say in a product/market fit survey.

  1. Sean Ellis American growth marketer who coined the term growth hacking But ultimately real user behavior is much more important than what users say in a survey. Is Product/Market Fit Hiding in Your User Base?seanellis.substack.com · 9 Sept 2026All korrents from this piece
    Their wordsBut ultimately real user behavior is much more important than what users say in a survey.

    ↗Is Product/Market Fit Hiding in Your User Base?seanellis.substack.com

    9 Sept 2026

Show all 10 claims

A product that people can hack or misuse helps its builder learn where to take it next.

  1. Boris Cherny Creator of Claude Code at Anthropic latent demand is this idea that if you build a product in a way that can be hacked or can be kind of misused by people in a way it wasn't really designed for to do kind of something that they want to do then this helps you as the product builder learn where to take the product next Lenny's Podcast: Head of Claude Code: What happens after coding is solvedyoutube.com · 19 Feb 2026 · 0:47:36 into the videoAll korrents from this video
    Their wordslatent demand is this idea that if you build a product in a way that can be hacked or can be kind of misused by people in a way it wasn't really designed for to do kind of something that they want to do then this helps you as the product builder learn where to take the product next

    Where this was said

    Watch from 0:47:36 plays here

    ↗Lenny's Podcast: Head of Claude Code: What happens after coding is solvedyoutube.com

    19 Feb 2026 · video · 1h 27m · spoken · machine transcript

People using a product in a way it was not designed for is a strong sign to build a product for that use.

  1. Boris Cherny Creator of Claude Code at Anthropic So when you see people abusing the product in this way, using it in a way that it wasn't designed in order to do something that is useful for them, it's just such a strong indicator that you should just build a product and people are going to like that. Lenny's Podcast: Head of Claude Code: What happens after coding is solvedyoutube.com · 19 Feb 2026 · 0:50:36 into the videoAll korrents from this video
    Their wordsSo when you see people abusing the product in this way, using it in a way that it wasn't designed in order to do something that is useful for them, it's just such a strong indicator that you should just build a product and people are going to like that.

    Where this was said

    Watch from 0:50:36 plays here

    ↗Lenny's Podcast: Head of Claude Code: What happens after coding is solvedyoutube.com

    19 Feb 2026 · video · 1h 27m · spoken · machine transcript

Whatever people are already doing, making it a little easier makes a much better product.

  1. Boris Cherny Creator of Claude Code at Anthropic whatever people are doing if you can make that a little bit easier then that's just going to be a much better product that people enjoy more Lenny's Podcast: Head of Claude Code: What happens after coding is solvedyoutube.com · 19 Feb 2026 · 0:47:16 into the videoAll korrents from this video
    Their wordswhatever people are doing if you can make that a little bit easier then that's just going to be a much better product that people enjoy more

    Where this was said

    Watch from 0:47:16 plays here

    ↗Lenny's Podcast: Head of Claude Code: What happens after coding is solvedyoutube.com

    19 Feb 2026 · video · 1h 27m · spoken · machine transcript

People jumping through hoops to use a tool for something else is a reason to build them a product.

  1. Boris Cherny Creator of Claude Code at Anthropic it was just really obvious like people are jumping through hoops to use a terminal to do this thing maybe we should just build a product for them Lenny's Podcast: Head of Claude Code: What happens after coding is solvedyoutube.com · 19 Feb 2026 · 0:49:46 into the videoAll korrents from this video
    Their wordsit was just really obvious like people are jumping through hoops to use a terminal to do this thing maybe we should just build a product for them

    Where this was said

    Watch from 0:49:46 plays here

    ↗Lenny's Podcast: Head of Claude Code: What happens after coding is solvedyoutube.com

    19 Feb 2026 · video · 1h 27m · spoken · machine transcript

He thinks latent demand is the single most important principle in product.

  1. Boris Cherny Creator of Claude Code at Anthropic this is just this principle of latent demand which I think is just the single most important principle in product. Lenny's Podcast: Head of Claude Code: What happens after coding is solvedyoutube.com · 19 Feb 2026 · 0:47:22 into the videoAll korrents from this video
    Their wordsthis is just this principle of latent demand which I think is just the single most important principle in product.

    Where this was said

    Watch from 0:47:22 plays here

    ↗Lenny's Podcast: Head of Claude Code: What happens after coding is solvedyoutube.com

    19 Feb 2026 · video · 1h 27m · spoken · machine transcript

Consumers cobbling together workarounds for a job they are struggling with are a sign of potential customers.

  1. Clayton Christensen American business scholar at Harvard Business School (1952 to 2020) As an innovator, spotting consumers who are struggling to resolve a Job to Be Done by cobbling together workarounds or compensating behaviors, as Kimberly-Clark did with Silhouettes, should cause your heart to beat a little faster. Competing Against Luck (with Taddy Hall, Karen Dillon and David S. Duncan; HarperBusiness, 2016)archive.org · c. 2016All korrents from this piece
    Their wordsAs an innovator, spotting consumers who are struggling to resolve a Job to Be Done by cobbling together workarounds or compensating behaviors, as Kimberly-Clark did with Silhouettes, should cause your heart to beat a little faster.

    ↗Competing Against Luck (with Taddy Hall, Karen Dillon and David S. Duncan; HarperBusiness, 2016)archive.org

    c. 2016

Users who innovate can get exactly what they want instead of relying on manufacturers as imperfect agents.

  1. Eric von Hippel Professor of Technological Innovation at the MIT Sloan School of Management Users that innovate can develop exactly what they want, rather than relying on manufacturers to act as their (often very imperfect) agents. Democratizing Innovation (MIT Press, 2005)archive.org · c. 2005All korrents from this piece
    Their wordsUsers that innovate can develop exactly what they want, rather than relying on manufacturers to act as their (often very imperfect) agents.

    ↗Democratizing Innovation (MIT Press, 2005)archive.org

    c. 2005

Users generally have a more accurate and detailed model of their needs than manufacturers have.

  1. Eric von Hippel Professor of Technological Innovation at the MIT Sloan School of Management As a result, users generally have a more accurate and more detailed model of their needs than manufacturers have, while manufacturers have a better model of the solution approach in which they specialize than the user has. Democratizing Innovation (MIT Press, 2005)archive.org · c. 2005All korrents from this piece
    Their wordsAs a result, users generally have a more accurate and more detailed model of their needs than manufacturers have, while manufacturers have a better model of the solution approach in which they specialize than the user has.

    ↗Democratizing Innovation (MIT Press, 2005)archive.org

    c. 2005

Many innovations by lead users prove commercially attractive or are commercialized by manufacturers.

  1. Eric von Hippel Professor of Technological Innovation at the MIT Sloan School of Management A number of studies have shown that many of the innovations reported by lead users are judged to be commercially attractive and/or have actually been commercialized by manufacturers. Democratizing Innovation (MIT Press, 2005)archive.org · c. 2005All korrents from this piece
    Their wordsA number of studies have shown that many of the innovations reported by lead users are judged to be commercially attractive and/or have actually been commercialized by manufacturers.

    ↗Democratizing Innovation (MIT Press, 2005)archive.org

    c. 2005

A viewour reading

Demand does not show up in research, because people cannot say what they have not seen

11 claims filed here, newest first — each in the words of whoever said it.

Latent demand cannot be seen from outside; it has to be felt from the inside.

  1. Rob Snyder Author of The Power of Pull and writer of the newsletter… This is because latent demand can’t be observed outside-in, it can only be felt inside-out. Latent Demandthephysicsofstartups.substack.com · 9 Oct 2026All korrents from this piece
    Their wordsThis is because latent demand can’t be observed outside-in, it can only be felt inside-out.

    ↗Latent Demandthephysicsofstartups.substack.com

    9 Oct 2026

Show all 11 claims

Watching someone will not show latent demand, because they do not look like they are struggling.

  1. Rob Snyder Author of The Power of Pull and writer of the newsletter… If you watch me going about my evening, you won’t see me struggling. In fact, I’ll probably seem - and be! - quite happy, not even actively wishing for different evening plans. Latent Demandthephysicsofstartups.substack.com · 9 Oct 2026All korrents from this piece
    Their wordsIf you watch me going about my evening, you won’t see me struggling. In fact, I’ll probably seem - and be! - quite happy, not even actively wishing for different evening plans.

    ↗Latent Demandthephysicsofstartups.substack.com

    9 Oct 2026

Demand may not be visible from the outside and may only be knowable from the inside.

  1. Rob Snyder Author of The Power of Pull and writer of the newsletter… that's the weird thing about latent demand. And I think that's actually true of all demand is it's not necessarily visible from the outside. It's like only knowable from the inside. Latent demand: Do customers always "know" what they'll buy?youtube.com · 9 Oct 2026 · 13:47 into the videoAll korrents from this video
    Their wordsthat's the weird thing about latent demand. And I think that's actually true of all demand is it's not necessarily visible from the outside. It's like only knowable from the inside.

    Where this was said

    Watch from 13:47 plays here

    ↗Latent demand: Do customers always "know" what they'll buy?youtube.com

    9 Oct 2026 · video · 33m · spoken · machine transcript

Latent demand can only be proven real by getting somebody to act, which takes putting plausible supply in front of them.

  1. Rob Snyder Author of The Power of Pull and writer of the newsletter… You can only prove if latent demand is real by getting somebody to act. That is 100% true. And to get somebody to act, you have to put plausible supply in front of them. Latent demand: Do customers always "know" what they'll buy?youtube.com · 9 Oct 2026 · 20:59 into the videoAll korrents from this video
    Their wordsYou can only prove if latent demand is real by getting somebody to act. That is 100% true. And to get somebody to act, you have to put plausible supply in front of them.

    Where this was said

    Watch from 20:59 plays here

    ↗Latent demand: Do customers always "know" what they'll buy?youtube.com

    9 Oct 2026 · video · 33m · spoken · machine transcript

Just pitching supply tends to get pleasant nods without finding demand.

  1. Rob Snyder Author of The Power of Pull and writer of the newsletter… And so what you're gonna find By just pitching supply is you are going to find that you get pleasant nods and, wow, that seems awesome, but you don't actually find demand. Latent demand: Do customers always "know" what they'll buy?youtube.com · 9 Oct 2026 · 21:53 into the videoAll korrents from this video
    Their wordsAnd so what you're gonna find By just pitching supply is you are going to find that you get pleasant nods and, wow, that seems awesome, but you don't actually find demand.

    Where this was said

    Watch from 21:53 plays here

    ↗Latent demand: Do customers always "know" what they'll buy?youtube.com

    9 Oct 2026 · video · 33m · spoken · machine transcript

Asking what someone would pay for right now finds demand only some of the time.

  1. Rob Snyder Author of The Power of Pull and writer of the newsletter… Sometimes you can find demand by just like asking, what would you pay for right now? What are you actively prioritizing? Whatever. Other times you can't because it takes this form. Latent demand: Do customers always "know" what they'll buy?youtube.com · 9 Oct 2026 · 28:05 into the videoAll korrents from this video
    Their wordsSometimes you can find demand by just like asking, what would you pay for right now? What are you actively prioritizing? Whatever. Other times you can't because it takes this form.

    Where this was said

    Watch from 28:05 plays here

    ↗Latent demand: Do customers always "know" what they'll buy?youtube.com

    9 Oct 2026 · video · 33m · spoken · machine transcript

Latent demand is unlikely to come out in an interview.

  1. Rob Snyder Author of The Power of Pull and writer of the newsletter… if you want to find latent demand, you have to like, it's, I don't think it's going to come out in an interview. Latent demand: Do customers always "know" what they'll buy?youtube.com · 9 Oct 2026 · 31:16 into the videoAll korrents from this video
    Their wordsif you want to find latent demand, you have to like, it's, I don't think it's going to come out in an interview.

    Where this was said

    Watch from 31:16 plays here

    ↗Latent demand: Do customers always "know" what they'll buy?youtube.com

    9 Oct 2026 · video · 33m · spoken · machine transcript

Listening to customers is invaluable, but you should not build the thing they asked you for.

  1. Evan Spiegel Co-founder and CEO of Snap Inc. All of those insights that we you know, received just from listening to folks made a huge difference in the product design process, but we didn't build exactly what they asked for. We we empathized and then you know, came up with something new. How to win when software is not a moat | Evan Spiegel (Snapchat CEO)youtube.com · 26 Apr 2026 · 0:28:13 into the videoAll korrents from this video
    Their wordsAll of those insights that we you know, received just from listening to folks made a huge difference in the product design process, but we didn't build exactly what they asked for. We we empathized and then you know, came up with something new.

    Where this was said

    Watch from 0:28:13 plays here

    ↗How to win when software is not a moat | Evan Spiegel (Snapchat CEO)youtube.com

    26 Apr 2026 · video · 1h 10m · spoken · machine transcript

  2. Colin Percival FreeBSD developer and former FreeBSD Security Officer Customer Obsession is great, but I often see Amazonians taking this too simplistically: "Start with the customer" doesn't have to mean "ask customers what they want and then give them faster horses". Thoughts on (Amazonian) Leadershipdaemonology.net · 1 Sept 2025All korrents from this piece
    Their wordsCustomer Obsession is great, but I often see Amazonians taking this too simplistically: "Start with the customer" doesn't have to mean "ask customers what they want and then give them faster horses".

    ↗Thoughts on (Amazonian) Leadershipdaemonology.net

    1 Sept 2025

It is really hard to design products by focus groups, because people often do not know what they want until they are shown it.

Mental modelYou are not the user

  1. Steve Jobs American entrepreneur (1955 to 2011) But in the end, for something this complicated, it's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them. Steve Jobs: 'There's sanity returning' (Business Week, May 1998): Q&Aweb.archive.org · 14 May 1998All korrents from this piece
    Their wordsBut in the end, for something this complicated, it's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.

    ↗Steve Jobs: 'There's sanity returning' (Business Week, May 1998): Q&Aweb.archive.org

    14 May 1998

Markets that do not exist cannot be analyzed; suppliers and customers must discover them together.

  1. Clayton Christensen American business scholar at Harvard Business School (1952 to 2020) Markets that do not exist cannot be analyzed: Suppliers and customers must discover them together. The Innovator's Dilemma (Harvard Business School Press, 1997)archive.org · c. 1997All korrents from this piece
    Their wordsMarkets that do not exist cannot be analyzed: Suppliers and customers must discover them together.

    ↗The Innovator's Dilemma (Harvard Business School Press, 1997)archive.org

    c. 1997

The market applications of a disruptive technology are unknowable when it is developed.

  1. Clayton Christensen American business scholar at Harvard Business School (1952 to 2020) Not only are the market applications for disruptive technologies unknown at the time of their development, they are unknowable. The Innovator's Dilemma (Harvard Business School Press, 1997)archive.org · c. 1997All korrents from this piece
    Their wordsNot only are the market applications for disruptive technologies unknown at the time of their development, they are unknowable.

    ↗The Innovator's Dilemma (Harvard Business School Press, 1997)archive.org

    c. 1997

A viewour reading

Makers and salesmen bring demand into being, and a want is only potential until they act

8 claims filed here, newest first — each in the words of whoever said it.

A maker should lead the public with new products instead of asking what they want, because the public does not know what is possible.

  1. Akio Morita Japanese businessman (1921 to 1999) Our plan is to lead the public with new products rather than ask them what kind of products they want. The public does not know what is possible, but we do. Made in Japan: Akio Morita and Sony (E. P. Dutton, 1986)archive.org · c. 1986All korrents from this piece
    Their wordsOur plan is to lead the public with new products rather than ask them what kind of products they want. The public does not know what is possible, but we do.

    ↗Made in Japan: Akio Morita and Sony (E. P. Dutton, 1986)archive.org

    c. 1986

Show all 8 claims

Instead of doing much market research, a maker can try to create a market by educating the public.

  1. Akio Morita Japanese businessman (1921 to 1999) So instead of doing a lot of market research, we refine our thinking on a product and its use and try to create a market for it by educating and communicating with the public. Made in Japan: Akio Morita and Sony (E. P. Dutton, 1986)archive.org · c. 1986All korrents from this piece
    Their wordsSo instead of doing a lot of market research, we refine our thinking on a product and its use and try to create a market for it by educating and communicating with the public.

    ↗Made in Japan: Akio Morita and Sony (E. P. Dutton, 1986)archive.org

    c. 1986

As a society grows richer, the process of satisfying wants increasingly creates them

  1. John Kenneth Galbraith Economist (1908 to 2006) whose The Affluent Society (1958)… As a society becomes increasingly affluent, wants are increasingly created by the process by which they are satisfied. The Affluent Society (Houghton Mifflin, 1958)archive.org · c. 1958All korrents from this piece
    Their wordsAs a society becomes increasingly affluent, wants are increasingly created by the process by which they are satisfied.

    ↗The Affluent Society (Houghton Mifflin, 1958)archive.org

    c. 1958

The one valid definition of a business's purpose is to create a customer.

  1. Peter Drucker Austrian-born American management consultant and author (1909 to 2005) There is only one valid definition of business purpose: to create a customer. The Practice of Management (Harper & Brothers, 1954)archive.org · c. 1954All korrents from this piece
    Their wordsThere is only one valid definition of business purpose: to create a customer.

    ↗The Practice of Management (Harper & Brothers, 1954)archive.org

    c. 1954

Markets are created by businessmen, not by God, nature or economic forces.

  1. Peter Drucker Austrian-born American management consultant and author (1909 to 2005) Markets are not created by God, nature or economic forces but by businessmen. The Practice of Management (Harper & Brothers, 1954)archive.org · c. 1954All korrents from this piece
    Their wordsMarkets are not created by God, nature or economic forces but by businessmen.

    ↗The Practice of Management (Harper & Brothers, 1954)archive.org

    c. 1954

A felt want stays theoretical until the action of businessmen turns it into effective demand.

  1. Peter Drucker Austrian-born American management consultant and author (1909 to 2005) The want they satisfy may have been felt by the customer before he was offered the means of satisfying it. It may indeed, like the want for food in a famine, have dominated the customer's life and filled all his waking moments. But it was a theoretical want before; only when the action of businessmen makes it effective demand is there a customer, a market. The Practice of Management (Harper & Brothers, 1954)archive.org · c. 1954All korrents from this piece
    Their wordsThe want they satisfy may have been felt by the customer before he was offered the means of satisfying it. It may indeed, like the want for food in a famine, have dominated the customer's life and filled all his waking moments. But it was a theoretical want before; only when the action of businessmen makes it effective demand is there a customer, a market.

    ↗The Practice of Management (Harper & Brothers, 1954)archive.org

    c. 1954

A want planted by propaganda comes to the buyer as their own idea.

  1. Edward Bernays Austrian-born American pioneer of public relations (1891 to 1995) And the man or woman who has a music room, or has arranged a corner of the parlor as a musical corner, will naturally think of buying a piano. It will come to him as his own idea. Propaganda (Horace Liveright, 1928)archive.org · c. 1928All korrents from this piece
    Their wordsAnd the man or woman who has a music room, or has arranged a corner of the parlor as a musical corner, will naturally think of buying a piano. It will come to him as his own idea.

    ↗Propaganda (Horace Liveright, 1928)archive.org

    c. 1928

The new salesmanship makes the buyer ask the manufacturer to sell, instead of the seller asking the buyer to buy.

  1. Edward Bernays Austrian-born American pioneer of public relations (1891 to 1995) Under the old salesmanship the manufacturer said to the prospective purchaser, “Please buy a piano.” The new salesmanship has reversed the process and caused the prospective purchaser to say to the manufacturer, “Please sell me a piano.” Propaganda (Horace Liveright, 1928)archive.org · c. 1928All korrents from this piece
    Their wordsUnder the old salesmanship the manufacturer said to the prospective purchaser, “Please buy a piano.” The new salesmanship has reversed the process and caused the prospective purchaser to say to the manufacturer, “Please sell me a piano.”

    ↗Propaganda (Horace Liveright, 1928)archive.org

    c. 1928

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