INSIGHTS
Products, markets, and the decisions between them.
Commercial opportunities are shaped by connected decisions. Insights from Iridescent explore the questions surrounding demand, product direction, positioning, marketing, distribution, market entry, and growth.
FEATURED PERSPECTIVE
OPPORTUNITY DISCOVERY
Demand Before Product: What Can Be Learned Before Committing to Production?
Production capability can create possibility, but it does not determine what should be produced. This perspective examines the signals businesses can study before making a product commitment, including demand patterns, competition, customer behavior, search activity, and the assumptions most worth testing early.
MARKETING & DISTRIBUTION
Why Marketing and Distribution Decisions Should Inform Each Other
Marketing can create and reveal demand. Distribution determines whether that demand can be served effectively. This perspective explores why the two should be developed as connected parts of the same commercial strategy.
MARKET STRATEGY
A Product Being Available Does Not Mean a Market Exists
A product can be manufacturable, sourceable, and technically useful without having a strong commercial path. This perspective looks at the difference between availability and opportunity—and the questions that should be asked before assuming the market will follow the product.