68. The truth about demand creation? It’s a lie.

The Unicorny Marketing Show

Curious about why "demand creation" might be a ‘lie’ or a myth? In this episode, Dale W. Harrison challenges conventional marketing wisdom by arguing that demand cannot be created but only captured. We discuss real-world examples like the iPhone and the Apple Newton to illustrate the differences between capturing existing demand and the futility of trying to create it. You'll also hear about the importance of strategic branding and the pitfalls of relying solely on lead generation.

Learn about:

• Why capturing demand is more realistic than creating it.
• The significance of strategic branding in consumer trust and loyalty.
• The dangers of focusing too much on short-term metrics.

Ready to rethink your approach to marketing? Listen to this episode and discover strategies that could reshape your perspective and boost your marketing effectiveness.

About Dale W. Harrison

Dale W. Harrison is a senior executive with more than 20 years of international experience in the biotech industry. Experienced with venture-backed early-stage and mid-sized growth phase companies in the areas of executive leadership roles, operations management, technology development, and commercial development.

Links 

Full show notes: Unicorny.co.uk 

LinkedIn: Dale W. Harrison | Dom Hawes 

Website: Inforda Life Science Services

Sponsor: Selbey Anderson