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What to preserve
Identify the needs that sustain current value and should not be weakened by new bets.
George Eich Institute · Strategic Prioritization
WHAT SHOULD YOUR COMPANY PRIORITIZE NOW?
Before increasing investment, roadmap scope, or complexity, discover which needs truly justify resources.
Evidence and guidance for decisions in strategy, product, innovation, and positioning — focused on generating and capturing value.
Needs belong to people.Business priorities improve when they begin with evidence from the people who experience those needs.
The Need Gap 2026The challenge is not finding needs. It is knowing which ones truly matter.
59companies in the consolidated sample
1,423needs taken to the quantitative stage
80.32%did not become a priority for even 30% of their respective customer bases
The decision happens inside the company. The need exists outside it.
When Everything Competes for Priority
Different customers. Different needs. Limited resources.
Each area sees a legitimate part of reality. The problem begins when requests, opportunities, trends, and opinions start competing for resources as if they had the same strategic impact.
Customer
“Requests an improvement.”
Sales
“Sees an opportunity.”
Product
“Defends the roadmap.”
Leadership
“Must choose where to place the bet.”
The strategic question is not who is right. It is which needs justify changing the organization now.
8/10mapped needs do not become a priority for even 30% of customers.
What the Data Reveals
Listening to a need is the beginning. Deciding where to invest requires evidence.
The Need Gap 2026 brings together 1,423 needs that reached the quantitative stage in research conducted by 59 companies within their own customer bases.
The study reveals that the challenge is not finding needs, but distinguishing which ones are relevant enough to guide decisions capable of generating and capturing value.
Results refer to the analyzed sample and do not represent a statistical estimate of the Brazilian market.
From Evidence to Direction
What leadership needs to see before deciding.
The Institute does more than deliver data. It organizes evidence so leadership can distinguish what should be preserved, where there is room to expand value, and what should stay off the agenda.
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Where to expand value
Recognize relevant needs that still create room for product, innovation, positioning, or expansion.
03
What not to fund
Prevent isolated requests and low-impact possibilities from becoming permanent complexity.
For Your Company
Strategic Prioritization Study. Evidence for a real decision.
We investigate the needs across your customer base and turn market evidence into executive guidance for decisions on investment, product, innovation, and positioning.
ClarityWhere attention should actually be concentrated.
GuidanceWhat to preserve, investigate, revisit, or remove from the agenda.
3 to 6 weeksStructured research, proprietary technology, and executive analysis.
Business Applications
When evidence changes the decision, the outcome changes with it.
International Expansion
A relevant need guided a market test outside Brazil.
The insight narrowed the hypothesis space and focused experimentation on a need with leverage potential.
8 countrieswith customers for the new solution within 60 days
Repositioning
The purchase driver was not the one the company was communicating.
The evidence led to a revision of positioning and commercial direction.
2×revenue over the observed 9-month period
Evous
ICP, roadmap, and investments were realigned with customer needs.
The company reduced dispersion and concentrated resources on priorities with stronger fit.
+245%ARR growth in the documented case
Who Leads the Work
George Eich
“Before executing better, we need to separate opportunities to generate and capture value from impulsive decisions that only create more complexity.”
More than ten years ago, George founded CoBlue, a pioneer in OKRs in Latin America. Experience with hundreds of companies moved his work from execution to an earlier question: what truly deserves to be a priority? Today he develops Need-Based Decision Science and the ICAN metric.
500+companies advised
10+ anosin strategy and execution
Quick Answers
The essentials of strategic prioritization.
What is the main finding of The Need Gap 2026?
Approximately 8 in 10 analyzed needs — 80.32% — did not become a priority for even 30% of participants in their respective studies. The result applies to the studied sample.
What is the Strategic Prioritization Study?
It is a study applied to a company’s customer base to produce evidence about which needs truly justify attention and to guide executive resource-allocation decisions.
Does the Institute only deliver research?
No. Research produces the evidence; the work concludes with an executive interpretation and guidance on implications for strategy, product, innovation, and positioning.
Data to discuss why companies can execute relentlessly and still prioritize the wrong things.
The Need Gap 2026 brings together evidence on relevance, concentration of priorities, and implications for strategy, product, and innovation.
What decision does your company need to make now?
Investment, roadmap, innovation, positioning, or portfolio: bring the decision. The Institute helps organize the evidence that should exist before it is made.
Help me define our priorities