Satisfy demand instead of creating new needs

I want entrepreneurs to forget the words “market” and “need” and start using “existing demand” instead. Otherwise, there is a strong tendency to form new customer needs and create new markets.

In contrast, there is only one operation that you can do with existing demand. You can satisfy it. To do this, you have to get the client to switch from doing something else. From a less important thing to a more important one. Or from one way of satisfying the demand to another.

You have to push some competitors away.