Most entrepreneurs launching new product categories spend months on surveys, focus groups, and competitive analysis. But what happens when you're creating something that doesn't exist yet where customers can't articulate problems they don't know are solvable?
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MAFFEO DRINKS: The Lab | 107 | Making a Functional Category Cool | How Guillaume Lambrecht Turned Supasawa into a Lifestyle Brand
In this episode of MAFFEO DRINKS, Guillaume Lambrecht explains his approach to creating market demand for Supasawa, a shelf-stable sour mixer, focusing primarily on his category creation methodolog…
We discuss this exact challenge with Guillaume Lambrecht, who built market demand for Supasawa, a shelf-stable sour mixer that created an entirely new category in the bar industry.
The Question: How Do You Validate Demand for Something That Doesn't Exist?
The conventional wisdom says comprehensive market research is essential before launching any product. But Guillaume faced a unique problem: bar professionals experienced citrus-related operational challenges daily but hadn't conceptualized them as solvable.
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