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.
The Perception Demand Construct is a product evolution construct where you work on things which are not really evident to be in demand. Yet you go ahead to create that product. The demand may not be existing but you are confident you can stimulate it. Yes, you do believe that your product can elicit demand and grow the sector when launched. This is different from existing demand which could be met via starting a web hosting company or selling light bulbs where you know people actually need those services.
Here, you create a New World. As I always explain in Tekedia Mini-MBA, you transition from being a Scalar quantity (you have magnitude – market share – but no direction because you are ordinary) to becoming a Vector quantity (you have magnitude and a direction). That direction is pioneering a new market through eliciting a new basis of competition, and bringing fandom out of customers. Blessed is that company whose customers are fans!
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