INSIGHTSMARKETING & DISTRIBUTIONFeb 20265 min read

Why Marketing and Distribution Decisions Should Inform Each Other

Promotion creates information about demand. Distribution determines whether that demand can be served. Treating the two as separate decisions can hide opportunities and create unnecessary risk.

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Related perspectives

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.

Feb 20265 min read

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.

Jan 20266 min read