There's a frequent question that Rob gets from founders who are developing new technologies - it takes forms like:
What if I'm creating a new category?
What if the customer doesn't know they need our product?
Today, we're digging into the concept of "Latent Demand" - what a customer prioritize right now if only there was a way.
The critical concept here is that a customer is leaning against something. In this episode, we'll try to understand what that looks like and implications for founders who suspect they are targeting a "latent demand" in customers.
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