Every creator, entrepreneur, and builder faces the same question, whether they realize it or not: Am I serving an existing demand, or am I trying to create one?
That distinction matters—because each approach comes with a radically different path to success. One allows you to step into a market that’s already eager for what you’re offering. The other requires you to educate, persuade, and fundamentally change the way people think before they ever say yes.
And here’s the truth: One of these paths is much, much harder.
Let’s break down the difference—and what it means for how you bring your work to market.
Option 1: Serving an Existing Market
If people already want what you’re offering, your job isn’t to create demand—it’s to position yourself where that demand already exists.
- Oat milk for vegans? Easy sell. They’re already looking for dairy alternatives.
- Noise-canceling headphones for frequent travelers? They know the problem, and they want a solution.
- A membership community for freelance designers? If they already value networking and support, it’s a clear win.
This is where many successful businesses start—by solving an existing problem for an existing audience. You’re not convincing people to care. You’re showing up where they already do.
If you’re in this category, your job is to refine your offer:
- Make it easier, faster, or better than the alternatives.
- Communicate why your version is the right choice.
- Find the people already searching for what you do.
The challenge isn’t getting people to want it. It’s making sure they see you as the right answer.
Option 2: Creating Demand From Scratch
Now, the other side of the equation: What if you’re trying to build a business around something people don’t even know they want yet?
This is where things get complicated. Because now, your job isn’t just to show up with a product or service. Your job is to educate, persuade, and shift culture and perception before you ever make a sale.
Think about Apple launching the iPhone–the most successful consumer product in history. Before 2007, people weren’t asking for a touchscreen smartphone. They were perfectly happy with their BlackBerrys and flip phones. Apple had to do the hard work of changing culture—of showing people that what they thought they wanted (a good mobile phone) was actually something much bigger (a powerful, pocket-sized computer).
This kind of market education takes time, resources, and relentless effort. It’s why some of the biggest business successes in history didn’t happen overnight.
- Netflix didn’t start with original content. First, they built a subscription model around DVDs—something people already wanted. Then, once they had trust and momentum, they shifted customer behavior toward streaming, using subscription revenue to become a powerhouse in “can only be found here” original programming.
- Airbnb and Uber/Lyft didn’t just improve an existing service—they redefined entire industries. Before Airbnb, people weren’t actively searching for ways to rent out their spare rooms to strangers. Before Uber and Lyft, no one was demanding an alternative to taxis at scale. Both companies had to create demand from scratch, selling the concept of the sharing economy—convincing people that peer-to-peer lodging and ridesharing were viable, safe, and better than traditional options. It wasn’t just about offering a better solution—it was about changing consumer behavior entirely.
- Lululemon & Athleisure – Gym clothes were gym clothes—until Lululemon and others elevated the story of aesthetics and identity tied to active, healthy lifestyles, and rebranded activewear as an everyday fashion statement.
If you’re in this category, ask yourself:
- Am I prepared to spend the time it will take to educate the market?
- Do I have the resources to sustain this before it catches on?
- Is there a smaller, more receptive audience I can start with?
Because creating a market isn’t just about having a great idea. It’s about having the patience and persistence to shift what people believe is possible.
Which Path Are You On?
Both approaches can work. But if you don’t know which path you’re on, you’re flying blind.
So, ask yourself: Are you offering something people are already searching for, or are you asking them to change?
If you’re serving existing demand, focus on:
- Positioning—so the right people see you as the best option.
- Visibility—so you show up where demand already exists.
- Clarity—so your audience instantly understands what you offer and why it matters.
If you’re creating demand, be ready for:
- A long game. You’re not just selling—you’re shifting culture.
- Delivering to smaller, early adopters. Start with the people most open to new ideas before scaling.
- More patience, more persistence. You have to keep showing up long before the market catches up.
Both paths can lead to impact, but it’s important you understand the journey you’re signing up for.
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