Shifting From a Supply-Driven Economy to a Demand-Driven EconomyHow Companies Win that we “have now entered an era of oversupply.” ... Consequently, “organic growth and profitability become increasingly difficult to achieve.” At the same time, “it is imperative that you construct a framework in your company that encompasses and aligns everyone toward meeting not just the current but the latent and emerging demand of your highest-profit customers and consumers.”
How Companies Win is a book about learning to understand demand. If you are relying on your customers to tell you what they want it’s too late. You’re playing at best a defensive game because they’ve already told your competitors as well. Getting ahead of the demand “whole it is still forming” is the key. Successful companies are looking at what the demand will be like tomorrow, next year, and five years from now. They get their cues, the authors report, in these ways:
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