AI makes it easier to compete inside markets that already exist. That does not make strategy less important; it makes the search for new sources of demand more important. Erich Joachimsthaler, founder and CEO at VIVALDI, joins WARC's Lena Roland to discuss new 'demand spaces' for strategy.
Guests:
Erich Joachimsthaler, founder and CEO, VIVALDI; co-author of 'Brand Leadership: Building Assets in an Information Economy'
Lena Roland, Content Director, WARC
Chapters:
[00:00] Intro: Why strategists are moving upstream
[03:23] AI and the changing source of competitive advantage
[04:40] Finding growth beyond existing categories
[06:47] Demand spaces vs. traditional market segmentation
[09:23] Goodles: uncovering adult demand for mac and cheese
[11:29] Rhode skincare: building a brand around a simpler routine
[14:41] Demand-led portfolio strategy and product innovation
[16:59] Tesla: meeting demand for luxury and sustainability
[19:10] Where to compete vs. how to compete
[20:20] Figma: redefining design software through collaboration
[22:05] How to spot market shifts, workarounds, and new demand
[23:49] Liquid Death: brand differentiation and copycat risk
[27:32] How consumer needs, technology, and regulation create markets
[30:11] Sizing demand spaces and making the investment case
#business #marketing #innovation
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