Customer needs and evidence
How can you distinguish a one-off request from a relevant need shared across customers or within your ICP?
A newsletter do George Eich Institute
BEFORE PRIORITIZING,understand what matters.
Does your company face more important decisions than it has capacity to execute?
Newsletter gratuitaUma edição por semanaLeitura de aproximadamente 4 min
SÉRIE PRIORITY / INSCRIÇÃO
Better criteria for your next decision.
Get the Priority series by email for free. Each week brings one decision, one piece of evidence and one practical application.
Uma pergunta de decisão
To challenge what is being treated as a priority.
Evidência com contexto
Research, method and interpretation—not disconnected statistics.
Practical business application
A criterion for your next choice.
01 / SOBRE O QUE FALAMOS
Choices already on your desk.
Priority is a series for CEOs, founders and leaders in strategy, finance, product, technology and innovation. Its purpose is not to add demands, but to examine which choices truly deserve resources.
Value creation, capture and return
What benefit must customers perceive, and how can that support revenue, margin or retention?
Investment, roadmap and innovation
What justifies budget and capacity? What should advance, require validation, wait or stop?
Direction and execution
How do you turn priorities into strategy, OKRs and team decisions without multiplying dispersion?
02 / POR QUE PRIORITY EXISTE
Identifying a need does not automatically make it a priority.
The challenge is not to find more possibilities. It is recognizing which ones are relevant enough across customers to guide choices and justify resources.
80,32%THE NEED GAP
2026
2026
of needs analyzed in the study were not prioritized by even 30% of respondents within their respective customer bases.
Source: George Eich Institute, The Need Gap 2026. Sample: 59 companies and 1,423 needs. The research shows why identifying a need and demonstrating its relevance are distinct stages.
03 / FORMATO DA NEWSLETTER
A brief analysis. A better-grounded decision.
Exemplo de percurso editorial: a funcionalidade mais votada deve entrar primeiro?
One analysis.
A vote organizes preferences among presented alternatives. Before committing capacity, investigate the need behind the request and who shares it.
One piece of evidence.
The Need Gap 2026 analyzed 1,423 needs across 59 companies. In the study, 80.32% did not demonstrate enough relevance to become strategic priorities.
One application.
At your next roadmap meeting, ask which customers share the need, how it is currently fulfilled and which evidence is still missing before choosing.
SEMANAL / APROXIMADAMENTE 4 MINUTOS / GRATUITA
04 / COMUNIDADE
From reading to conversation, without obligation.
The newsletter is the starting point. The community also plans an optional WhatsApp discussion space for leaders, with guided questions and moderation. Subscribing to Priority does not automatically add you to the group.
01
Curadoria de George Eich
Creator of Need-Based Decision Science, with experience in research, methods and business decision-making.
02
Context before opinion
Discussions grounded in questions, evidence and business implications.
03
Engage at your own pace
You can receive the newsletter only. The discussion group is optional and separate.
Implications for leadership
How will this analysis change your next decision?
A sound strategic decision starts with a recognized problem, then examines the evidence needed to assess relevance, value, and returns. Customer-need research can guide strategic priorities; the Need-Based Value Matrix helps turn that evidence into choices across Core Business, Expansion, and Innovation.
Public research, methodology, and cases do not replace investigation of each company’s customer base and ICP. Potential ROI requires assessment of costs, feasibility, and the conditions for capturing value.
A PRÓXIMA PRIORIDADE
Before adding another idea to your plan, find out what supports it.
Get reflections and evidence to decide where to focus attention and resources.
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