Connect to Existing Systems

To get the most out of your demand spaces, I would suggest not to think of them as just a framework. Instead, I would encourage you to build them into your business’s systems and processes. Think of them essentially as an operating system for demandled growth. And like with any operating system, for it to work best, it needs to be created and deployed with the end user in mind. So start by asking who will be using the demand spaces, what decisions are they going to be making over what time frames and with what gaps in knowledge. This might look different for different business functions, brand, innovation, trade marketing, strategy or executive teams. Each has its own needs. Once you’ve established clarity around what exactly is needed, you can go ahead and plan how to embed the demand spaces and deliverables can range from anything from toolkits to training to naming conventions and cheat sheets. All of these help create visibility and consistency across the business. But the real impact comes from integrating demand spaces into people’s daily workflows, whether that is brand planning, portfolio reviews, innovation stage gates, or media planning. And if demand spaces are then also digitized and built into intuitive dashboards, they become even more easily accessible, actionable, and embedded. And this means that more people will make better decisions. And this will ultimately result in a bigger return on your investment.