Steve Jobs, an Apple founder, was legendary for stimulating demand. He worked without surveys or focus groups. He was a genius. 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. Sure, Blackberry and Nokia might have been ahead, but he redesigned the sectors through his products.
African innovators, it is really important that the focus moves from the excitement on the technology to the value created in markets. We have to work on building products that bring perception demand.
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By moving into perception demand, you have changed the basis of competition, creating fans out of customers. I never see Apple as a technically great company. It does not need to be to have success. The company is peerless in innovation from the lens of customers and that is what matters.
In 2022, think different. Stimulate your new markets.
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