Steve Jobs, an Apple founder, was legendary for stimulating demand. He worked without surveys or focus groups. He was a genius, peerless in his generation. He saw an unborn future many years ago. He was an icon, who changed his world. He developed a good design paradigm of working at the perception of customers, beyond their needs and expectations. He found glory and Apple triumphed with iPod, iPhone, iPad and more. (Read Steve Jobs perception demand in details here).
I call this Perception Demand because Mr Jobs used his vision to create new industrial sectors. He used his talent to launch the new dawns in the apps economy and the smartphone economy, at scale. Sure, Blackberry and Nokia might have been ahead, but he redesigned the sectors through his products. Blackberry pioneered the smartphone sector, but Apple is the world’s largest public company due to smartphone.
Elon Musk, looking at how he sells cars, is doing just that. He is building a tribe, taking customers to the level of fandom, and they are responding very well.
Jon Erlichman notes Ad spending per vehicle sold for various cars (sure, Tesla does spend small amount as per filing)
Alfa Romeo: $1,226
Source: Ad Age (2019)