Available Quote by Erik Naggum
“What people "want" is a function of what they learn is available. If you wish to sell something, you'd better understand that you can't give people what they want in the market today, because what they want today is what they can already get. You have to discover what they really want, and find some way to give that physical shape.”
About This Quote
Understanding market demand requires recognizing that current desires are shaped by existing options, so true innovation must uncover latent needs and materialize them.
In simple terms: People want what they already can get; to sell, find unmet needs.
Key Takeaway
Identify hidden desires and create solutions.
Themes
marketing
innovation
psychology
Mood
analytical
strategic
Type
advisory
inspirational
When to use this quote
- product development
- entrepreneurship
- market research
- business strategy
Key Concepts
consumer behavior
need discovery
value creation
Questions to Reflect On
- What unmet need could you solve?
- How do you test hidden demand?
A Different Perspective
Assuming all unmet needs are profitable can be risky; validation is essential.
