Market Makers Dilemma: Make what they want, or make what they need?
Guest Lecture, April 3, 2013
"Make What They
Want or… Make
What They Need?
SVP/CMO, SpiderCloud Wireless
Presentation to “Consumer Behavior & Research”, MBA Class (Spring ‘13) – Prof. S.C. Thota
Make What They Want or Make What They Need?
§ From 1984 to 2020 in 90-minutes or less…
§ But first, some marketing context
What Do They Have in Common?
Is Innovation Qualitative or Quantitative?
§ 1984 - “The Computer for the Rest of Us”
§ 1997 - “Think Different”
January 22, 1984
Who Won, Who Lost?
Human Motivation Drives Innovation
Abraham Maslow - "A Theory of Human Motivation” 1943
…is the Most Powerful Question in Marketing!
The Rules of Engagements
The 20-80% Rule is in Effect…
….as often as the 80/20% Rule,
but look out for the New 10/90% Rule
…and the 90/10% Rule.
For 2020 - The 1% Rule Impacts 99%
The Mobile-Social 24/365 Reality
Name an Innovator (Under 25) Who is Now a
Products & Services
Anywhere access to
Tailored to Time and
Location Based on
Localized information via
Cloud-based networks that are
Uniformly customized and
Tailored by time and state of mind to deliver
Targeted information &
Is this What You Want?
Sensory Products & Services
See – Hear – Smell
Taste - Touch
Human Sensory Perceptions Drive
How Do You Research 2020?
Name An Example of a Human Motivator in 2020
The Innovation Dilemma
Name an Example of Great Innovation
Products or Services Because…
The Power of Intuition
Gut instinct and/or ESP (aka the 6th sense)
“…the acquisition of information by means external to the basic
limiting assumptions of science, such as that organisms can
only receive information from the past to the present”
“Extrasensory perception (ESP) involves reception of
information not gained through the recognized physical senses
but sensed with the mind” (trans-temporal operation as
precognition or Retro Cognition) - Duke University psychologist J. B. Rhine
Name a Product or Service You Created (in your mind)
Before it Was Introduced By Someone Else
Qualitative, Quantitative or Intuition?
When Do You Make What They Want
What They Need?