The Importance of Unmet Needs in Marketing

There's no such thing as a latent outcome. We say customers don't have latent needs. They only have latent solutions. So focusing on outcomes from that perspective gives us a long-term focal point and a map to value creation. The next step, which is extremely important, is to recognize that in most markets, people don't agree on which needs are on that. And then the final step is to take that information and build out your strategy.