Chapter 1. Compelling Unserved Need


All men’s gains are the fruit of venturing.



Finding a compelling unserved need is a large piece of any matrix of success. It is also probably the easiest Scorecard element to understand. If your product fulfills a need, and that need is unserved elsewhere, and if it is compelling, then you could be well positioned for success. Of particular interest might be the intensity of the need, the flow of information that causes you to believe the need is unserved, and the inability of the average customer to work around the problem.


A need is a lack of something required, desirable, or useful. It is a condition requiring supply or relief. However, unless the need is for air or relief from ...

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