Companies that have attained the status of market leaders are not content to rest on their laurels or on their existing products, nor should they be. They accept the unending responsibility of exploring uncharted terrain to imagine and design new products with original features and unique benefits. Market leaders are always thinking about the future, working to anticipate not-yet-recognized needs.
They also know that customers—especially searchers—are not necessarily looking for what they are selling. Often people want something that doesn’t yet exist, or they have a problem to which there is not yet a solution. Historically, market leaders made sure that their pipelines were filled with a steady stream of new technology, distinctive designs, and original gadgets. Today, a full pipeline is not enough. To satisfy searchers, market leaders must try to answer questions that have not yet been asked. ..more
