Episode Details

This examines strategies for driving business growth by targeting unvisited markets and potential customers who do not currently use a product. Instead of competing for existing market share, companies can achieve success by adopting out-of-the-box thinking to redefine value for entirely new demographics.

It illustrates this through Smarluna, an online pill prescription service reaching those previously disconnected from medical institutions, and Licca-chan, which expanded from children's toys into a sophisticated adult hobbyist market.

Successful expansion requires a deep understanding of the unique context of new users, ensuring that product design and communication address their specific needs and anxieties. The process involves a four-step cycle of contextual analysis, value definition, proposal, and realization to bridge the gap between a brand and its future patrons.