Unlocking Hidden Demand: How Brands Tap Needs Consumers Didn’t Know They Had

Josiah Go presents a market-driving strategy to uncover hidden consumer demand by addressing unmet needs. He emphasizes identifying barriers like Time, Access, Wealth, Attitude, and Skills (TAWAS) to innovate and create category-enhancing solutions. This approach, exemplified by GCash and Netflix, focuses on differentiation and solving customer struggles to achieve market leadership.