Strategy begins with needs—not with brainstorming sessions or spreadsheets.
Most companies start with ideas. Great ones start with customer pain.
Here’s what I’ve learned: if you don’t have a clear, focused list of unmet customer needs, you don’t have a strategy.
Need proof? Look at Nescafé, DHL, or UPS. They didn’t invent new needs. They simply focused on real ones.
Forget product love. Build something worth loving.
Read more in my newsletter or on my website.
Svyatoslav Biryulin
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I write about cognitive biases in business strategy, mental models for strategic decision making, and paradoxes in business strategy. Subscribe to get new articles delivered straight to your inbox.
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