Aspirational demand sounds like "I'm really interested in what you just described. Tell me more."
Reaching demand sounds like "I'm already working hard to create what you just described. Can you do it better, faster, cheaper?"
POV contends that a software company's best opportunities exist in targeting reaching demand.
Reaching demand is evidenced by user behavior that shows a willingness to invest time and money in pursuing a specific benefit.
Reaching demand for the iPod looked like this:
Reaching demand for Facebook looked like this:
Reaching demand has the added benefit of giving you a user experience you can actually map and significantly improve.
Most software never ships. Most software that ships never gets meaningfully adopted.
Proverbial solutions in search of a problem.
Not when you start with reaching demand.
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