Jamie Moran’s Post

When Carbon Lock Tech sees #FoodWaste, they see carbon. They convert it into a stable form of biocarbon, which can be sequestered or used in several different ways. Their innovative technology has made them a finalist in the second stream of our Food Waste Reduction Challenge. Meet the finalists here: https://ow.ly/AoKC50RxocY

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𝗗𝗲𝗺𝗮𝗻𝗱 𝗖𝗿𝗲𝗮𝘁𝗶𝗼𝗻 𝗱𝗼𝗲𝘀 𝗡𝗢𝗧 𝗘𝘅𝗶𝘀𝘁! There's an almost universal belief that marketers can somehow "create demand" out of thin air. This is built on the assumption that everyone is always in-market, but most of those buyers just haven't been "persuaded" hard enough to buy now! All you need is a better "lead nurture" cadence, and you can push them over the edge into buying. As though actual "need" has nothing to do with it. --- People buy (especially in B2B) because internal state changes within the organization have surfaced an urgent, high-value, and widely recognized need that did not previously exist. Your ad did NOT get Mary to buy the box of cereal...the empty cereal box did. But your ad MIGHT alter her buying choice once she's already on the cereal aisle. But it did not FORCE her to walk down the cereal aisle and buy...the empty cereal box did. --- The notion of "demand creation" is pushed by people confused as to the difference between "Supply" and "Demand." Customers bring "demand" to the table because of needs. Vendors bring "Supply" to the table, and together, the two "create a market." 👉 Marketing is just the Power Cord that connects the two! When you plug in your toaster, the power cord doesn't "create electricity"...the local power plant did. The power cord simply connects the supply to where the demand is! --- If marketers could "create demand," there would be no seasonality. You'd just hire a bunch of "Demand Gen" marketers to create demand for you and have those Christmas ornaments flying off the shelf year-round...instead of only in December. Case in point – Recently a high-profile Demand Gen agency that claimed to be THE experts in "demand creation." After losing two-thirds of their clients and an equal fraction of staff, the CEO exited the role. If they were "experts" in creating demand, seems like they should have just gone out and created some demand for themselves! Or perhaps they NEVER could "create demand," and instead, changes in the macro-economy for SaaS companies led to a precipitous DROP in demand...and all they were ever doing was creating awareness of their brand and then harvesting that demand as it came in-market. -- None of the usual arguments for why "demand creation" is real ever hold up to even cursory scrutiny, usually due to an ignorance of the product's history. Colgate "created demand" for brushing your teeth...even though tooth brushing was already universal, and all Colgate did was offer a better, less messy version of the "tooth powder" that people were already universally buying. Apple "created demand" with the iPhone, even though there was already a high-demand multi-billion dollar market for smartphones pioneered by Blackberry. -- The reality is that most (~95%) customers are NOT in-market and represent future buyers who will only bring THEMSELVES in-market once a need emerges! 👉 Marketers simply CANNOT "create demand" out of thin air...sorry!

@ 9.58 Ventures: why we recently invested in Neurotrainer: "Get in the zone!" The leader in neurological training for athletes, NeuroTrainer targets improving focus while performing peak athletics, studying, training, learning. Teams, players and organizations who have already benefited include: SF Giants, Toronto Bluejays, Orlando Magic, LA Galaxy, LA Kings, University of Washington, Brown University, and many more. Released on the VR Meta Platform (Facebook), the latest system is fully designed for use by large organizations, athletic teams (professional, collegiate, clubs and high schools), the military and others. We're excited to have LG Nova / Clearbrook invest alongside us @ 9.58 Ventures. https://lnkd.in/ge-r9qxf www.958vp.com https://neurotrainer.com/ NeuroTrainer Jim Hornthal Noah Rolland David Vanterpool Deion Jones jalen mills LG Electronics LG NOVA Clearbrook #francistiafoe #bigfoe