Find a Need, Fill a Need

Recently I re-watched Robots with my son, what a great movie!
For those who have not seen it-

Even in a world populated entirely by mechanical beings Rodney Copperbottom is considered a genius inventor. Rodney dreams of two things, making the world a better place and meeting his idol, the master inventor Bigweld. On his journey he encounters Cappy, a beautiful executive ‘bot with whom Rodney is instantly smitten, the nefarious corporate tyrant Ratchet who locks horns with Rodney, and a group of misfit ‘bots known as the Rusties, led by Fender and Piper Pinwheeler.

BigweldBigweld, the master inventor, is like the start-up guy who succeeded and that everyone wants to be, his tagline in the movie is “Find a need, fill a need”. This is marketing 101, but does it hold true?

I’ve been thinking about how so many start-ups fail from a common mistake, trying to create a need. They develop their ideas on an internal view of what they need. It’s a simple trap and a deadly mistake.

Many modern marketeers (I think you can call them that) believe that this is just a bunch of BS and just because marketing advice is repeated often … doesn’t make it true.

However, I think its alright to find a need and fill it. You can learn a lot from the process of trying to find a need. Filling a need is not just filling the gaps but to provide a solution, a lasting one.

That being said, there is a camp that believes the WANT of a consumer is much greater than the need. The need can invite commodity pricing and eventually lower the overall value of your business.

People will pay a premium price for what they want, just look at the Apple Store.

Should we be looking to find a want? or Develop a market and lead a movement?

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