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.
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. Who remembers that Kuda, Nigeria’s digital bank is a microfinance bank? Not many because they used perception demand to make customers become FANS.
Go back to the playbook and transform that company, pushing it beyond the needs and expectations to the perceptions of customers. Until you do that, transformation has not started. From consumers to customers to FANS; when a company gets into fandom, it becomes a category-king.
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