Delivery Quote by Mark W. Johnson
““when FedEx entered the package delivery market, it did not try to compete through lower prices or better marketing. Instead, it concentrated on fulfilling an entirely unmet customer need to receive packages far, far faster, and more reliably, than any service then could.””
About This Quote
Source Book: Reinventing the Product: How to Transform Your Business, Mark W. Johnson, 2015
FedEx succeeded by identifying and fulfilling a hidden customer need for ultra‑fast, reliable delivery, rather than competing on price or advertising.
In simple terms: Focus on unmet needs, not price wars.
Key Takeaway
Identify a hidden need and design a superior solution.
Themes
innovation
customer focus
speed
Mood
strategic
optimistic
Type
business
inspirational
When to use this quote
- startup launch
- product redesign
- service improvement
- market entry
Key Concepts
disruptive strategy
value creation
logistics
Questions to Reflect On
- What unmet need could your business address?
- How can speed become a competitive advantage?
A Different Perspective
Neglecting price sensitivity can limit adoption in cost‑conscious markets.
![“He sums up the importance and power of business model innovation this way: “I think historically where we [venture capitalists] fail is when we back technology. Where we succeed is when we back new business models.” Originally” quote by Mark W. Johnson](https://sms4smile.com/quotes/img-quotes/0e4/mark-w-johnson-51702_business_he-sums-up-the-importance-and-power-of-b_708686.jpg)
