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S3 E66: Where Marketers Contribute the Most Value: Identifying Demand and Innovation

00:24:40
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Most revenue growth actually comes from rising demand, and brands that recognise early can move to service it.

In this episode, Jack Ferguson breaks down where marketers create the most value inside a business: identifying emerging demand and helping organisations innovate to meet it.

Drawing on Mats Georgson’s Demand Point Constellation Theory, and using examples from Uber, McDonald’s, Intuit, Swiffer, and others, Jack explains how marketers can uncover these demand points through real-world observation and customer insight.

This episode covers:

• What a Demand Point Constellation is and why it matters

• How Uber won with the Demand Point Constellation

• How McDonald’s discovered the real job of a milkshake

• How Intuit and P&G watched customer behaviour to drive product innovation

• Why marketers should think like demand detectors inside organisations

• Practical ways to uncover demand through social listening, ethnography, and customer conversations

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