Creating new capacity by seeing what the market wants.

Now that we have a foundational market belief, business imperative, and improved market perspective, lets identify the market forces that reveal the markets natural trajectory.

In nested ecosystems we discovered that the markets three layers work together to create, absorb and commercialize market capacity. What is market capacity?

Capacity is simply what the market makes possible. New capacity gives the market both the opportunity and ability to advance. When new capacity is created market attributes can improve, market performance and utility can increase, and market activities shift and increase as a result. New capacity prompts market systems and consumers to make new market investments in order to experience an improved reality. New capacity always awakens underlying market potential, and the eternal market demand for more, better, cheaper, faster, more reliable.

We can't set out to create new capacity without first understanding what attributes the market cares about. Without this critical bit of intelligence we too often go about creating change that nobody wants. Which is why we have to be very clear in how we define market capacity:

Capacity is measured by the unified market platforms ability to deliver performance and utility.

When we improve market performance and utility we're succeeding in creating or commercializing capacity. It's easy to know when we're successful because it brings us increased market attention, activity and profits.

But what are the market attributes that activate new capacity? How can we know if our business or product designs will succeed in improving performance and utility, and moving the market forward along its natural trajectory?

To find these attributes we have to look to a fourth market layer- a hidden layer. Within this layer are the market forces that determine what the market responds to, and what the market ignores. These are the forces that determine whether our businesses and products will find market relevance, impotence or ambivalence. These are the forces that silently guided consumer behavior and market trajectory. These are the forces that help us see what the market wants.

Market Force Lenses:

Aptus3 is named for three lenses that bring these market forces into view. These lenses will keep us focused on the market attributes that create new capacity, helping us develop markets, businesses and products that are irresistible.

Adding these lenses to our foundational market belief, business imperative, and market perspective gives us the building blocks needed to cultivate market vision. Together these tools can help us become highly disciplined creators and commercializers of market capacity.