What is your company doing? Are you creating supply to meet an existing demand? Or are you creating demand for something new, something that changes things, something that people didn’t even know they needed until it was there?
Both are perfectly practical business models. Many companies do some combination of the two. But it’s important to know what side of the equation you are on in order to best market what it is that you do.
Marketers who must create the demand for their products have a fun, but more difficult task ahead of them. Not only do they have to sell the product, they have to sell the idea of the product. They have to make the consumer aware that a need exists where there was none before.
Apple is very good at this type of marketing. They market the change, the revolution, and create the demand before the supply is even ready to ship.
If you’re creating demand, good luck.