39th Market-Driving Strategy

By Josiah Go

Registrations are closed

Unlocking New Revenues from Non Customers Beyond Brand Switching

Why 99% of Marketing Plans Are Inadequate ?

Without a market-driving strategy, a marketing plan that solely concentrates on the served market remains incomplete as it risks losing the underserved or unserved markets, which can be many times larger than the current customer base, to competing firms. 

Therefore, the market-driving strategy should be regarded as a vital driver of innovation and growth for established businesses. It can also serve as a significant and untapped revenue stream, offering potential for substantial expansion.

Key Topics
  • 4 major types of market orientation

  • What MDS is and is not

  • 4 levels of differentiation 

  • 5 thinking traps holding you back and options to counter each one of them

  • 3 pillars of Market-Driving Strategy

  • 7 game changing principles 

  • Conducting a practical performance audit

  • 9 sources to grow noncustomers 

  • Case examples from beer, fitness center, gaming, tours, toys, car rental, drugstore, church, agriculture, automotive, bank, medical device, drugs, lighting, retail, training, fast food

  • Group practice exercise 

  • Q&A 

  • 5 big consumption barriers and how to extract real answers from Pinoys and Pinays 

  • Insighting for new truths

  • Case examples from pharmaceutical, home fitness, car rental, training, automotive, supermarket, school, bike, salon, pants, steak, cat food, detergent, memorial lots

  • Practice exercise 

  • Q&A 

Day 3: 8 ways To Do Ideation Targeting the Underserved and Unserved Markets 
  • Why basing core competencies is inadequate (1 of 8 methods)

  • How to determine the best idea? 

  • Case examples from gaming, personal care retail, airline, shoes, beverage, TV show, furniture, ecommerce, planner, newspaper,, ice cream, cruises, child care, alcoholic drinks, telecom, biscuits, hospital, supermarket, consumer health, facial care, intimate wash, packaging, school, restaurant, construction, parking lot, cinema, car dealership, watch, slippers, cement, mining, office supplies, apparel, medical clinic, event supplier, ecommerce 

  • Practice exercise 

  • Q&A 

  • 4x5 Market Driving Map

  • 3 Levels of Market-Driving Strategy

  • Case example from furniture, power tools, child care, mining

  • Integrated practice exercise 

  • Q&A 

  • 7 business risks to be mitigated when doing market planning 

  • Case example from newspaper, and cooked chicken 

  • Q&A 

Countries Included: China, Columbia, Germany, India, Japan, Philippines, Sweden, USA


“I found the New Demand Wheel of Josiah Go’s Market Driving Strategies a very useful tool. It provides avenues for us to see a multitude of possibilities not considered before and bring the business to an entirely new level.” - National Category Marketing Manager, Coca-Cola Bottlers

“100% new and fresh concepts. It’s like finally discovering the “missing link” to go full blast in capturing your potential market.” - Marketing Officer, BPI

“Market-Driving Strategies is like the “Holy Grail”. This may give solutions to both big and small companies’ desire to remain profitable in their respective industries.” - Territory Sales Manager, San Miguel Brewery

“This seminar is very mind-engaging and will help you detach yourself from your usual, you-thought-right strategy, and think out-of-the-box.” - Category Manager, Tupperware

August 22, 23, 24, 25 & 29 2023
3:00PM - 6:00PM

Who Should Attend

Progressive thinking marketers, and entrepreneurs who need or want to grow new revenues. 

C Suite executives who are unhappy with traditional ways of doing “strategic” planning.

CFOs who want to get out of traditional price and promo-driven brand switching tactics.


Lecture, Short Video, Pre-Reading, Small Group Discussion, Application Exercise, Reflection, Q&A.


Josiah Go

Chairman and Chief Innovation Strategist
  • Chairman and Chief Innovation Strategist of Mansmith and Fielders, Inc.

  • Independent Director of Union Bank of the Philippines 

  • A thought leader with 18 bestselling and record-breaking marketing and entrepreneurship books

  • The most awarded business educator of the Philippines (Ten Outstanding Young Men (TOYM) of the Philippines in 2001, Ten Outstanding Young Persons (TOYP) of the World (USA), Lifetime Achievement Awardees, Brand Leadership Award (India), Who’s Who of Intellectuals (England). 

  • An Executive Scholar of the Kellogg Business School (in Marketing and Sales Management) as well as the MIT Sloan (in Strategy and Innovation). 

  • Took advance marketing programs at Harvard, Wharton and at the London Business School.

  • Pioneer Blue Ocean Strategy practitioner

Date & Time
August 22, 2023
Start - 3:00 PM
August 29, 2023
End - 6:00 PM Asia/Manila

Live via Zoom

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Mansmith and Fielders, Inc.

0918-811-6888 • 0917-627-1888

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