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Element 1. Compelling Unserved Need > Score Elevation Tactics

Score Elevation Tactics

There are several ways to improve this score if you find yourself challenged. One ploy is to simply narrow the definition of the market. This improves the likelihood that you have a compelling unserved need. The problem of course is the likelihood that you will begin to pretend not to know that you have a significant substitute available. Another means to raise your score might be to collect evidence that your product fills a critical unserved need. In other words, simply reassure the public that your product or service fills the compelling and unserved need. This would consist of advertising, and it inspires the public to feel somehow deprived without owning or using what it is you have to offer. What advertising will you be using to boost awareness and an itch to own your stuff? Line up the priests—the gurus of the industry—and have them swear to the utility of this unique product. Rather than consume time, this can solve a number of questions simultaneously. For example, three renowned experts who swear that your product solves a compelling unserved need are also likely to carry with them skill sets and contacts worthy of participation in the enterprise. Naturally, there is a downside, in this case the potential for a claim of bias. These people will profit if you succeed because they have a stake in the game. One final maneuver might be to move the location to a place where the product truly would be compelling and unserved, such as overseas. See Quality of Evidence of Demand on p. 77.


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