Henry Ford Was Wrong: What it Takes to Uncover & Identify Compelling Market Needs

Copyright 2011- LÛCRUM MARKETING

Henry Ford Was Wrong: What it Takes to Uncover & Identify Compelling Market Needs

Presented by:Tom Evans

Lûcrum Marketing

August 6, 2011

Copyright 2011 - LÛCRUM MARKETING

Henry Ford’s Quote

“If I had asked people what they wanted, they would have said faster horses.”


What Do They Need (To Do)?

“People don't want to buy aquarter-inch drill. Theywant a quarter-inch hole!”–Theodore Levitt


What We Want to Identify

• Problems, Goals, Needs– What do they want to do that they can’t do?– What do they want to improve (decrease/increase)?

• Why is this P/G/N important?• When does this happen (usage scenarios)• How do you currently do this?• What is the impact?• How important is this? What is their current satisfaction?• Who are they (Personas)?


Whom to Ask?

• Strategic/Financial (Executives)• Operational (Managers)• Task Performers (Front-line)


Discover Personal Needs


Exercise – The Stuff We Carry


Thank You

Tom EvansLûcrum Marketing

[email protected]+1-512-961-5267

mailto:[email protected]

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Henry Ford Was Wrong: What it Takes to Uncover & Identify Compelling Market Needs