Operating Principle

2–4 min read

Most Buyers Aren’t in the Market Yet

Most Buyers Aren’t in the Market Yet

Most Buyers Aren’t in the Market Yet

Only a small fraction of the market is buying now, so build memory for later.

Only a small fraction of the market is buying now, so build memory for later.

Only a small fraction of the market is buying now, so build memory for later.

Conversion-only marketing misses future buyers who will enter the market later.

Conversion-only marketing misses future buyers who will enter the market later.

Conversion-only marketing misses future buyers who will enter the market later.

Conversion-only marketing misses future buyers who will enter the market later.

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Operating Question

What customer memory, comparison, or demand dynamic should change the marketing approach?

What customer memory, comparison, or demand dynamic should change the marketing approach?

What customer memory, comparison, or demand dynamic should change the marketing approach?

Why It Matters

Conversion-only marketing misses future buyers who will enter the market later.

Supporting Evidence

Ehrenberg-Bass Institute; John Dawes.

Research Notes

Apply with category context, audience attention, and the limits of available evidence in mind.

Practical Actions

Estimate in-market share; maintain brand investment; avoid immediate-conversion-only judgment.

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