In a recent LinkedIn post, Jack Dyer🕺 discusses a common pitfall for businesses: mistaking product or service delivery for the creation of genuine market demand. Dyer🕺 argues that many companies invest heavily in building excellent assets—websites, products, or services—yet fail to cultivate the consistent audience attention necessary for success.
The core of Dyer🕺’s argument is that while a well-built asset is crucial, it is insufficient on its own. He highlights a critical gap: the absence of a “demand engine.” According to Dyer🕺, this engine is built through consistent messaging that reinforces the problems a business solves and maintains ongoing visibility, keeping the company top-of-mind.
“They invest in the asset… The website. The product. The service. It’s well built. It’s professional. But there’s no demand engine around it.”
Dyer🕺 elaborates on the components often missing from this demand engine, pointing to a lack of consistent messaging, insufficient reinforcement of the problems being solved, and a failure to maintain ongoing visibility. This leads to a situation where the product or service exists, but it doesn’t capture the necessary attention from potential customers.
The Underestimated Gap in Business Growth
The post emphasizes that the assumption that an asset will inherently generate demand is a significant underestimation. Dyer🕺 posits that true demand is built *before* a potential customer actively seeks a solution. This is achieved by consistently speaking directly to the audience’s recognized problems and ensuring the message is seen frequently enough for the audience to understand what the business offers and its place in the market.
As Dyer🕺 notes, the goal is for a business’s name to come to mind *before* a customer is even actively searching for a solution. This proactive positioning is key to converting attention into attraction and, ultimately, into sales.
“It’s built when your audience keeps seeing you speak directly to the problems they recognise.”
Shaping Perception for First-Party Consideration
Dyer🕺’s firm, Storytold™, operates in this crucial space, not merely helping businesses “show up” but actively shaping how they are perceived when they do. He outlines the key objectives of this process:
What They’re Known For
Ensuring the business has a clear, defined reputation in its market. This involves establishing what the company is consistently associated with, building a strong brand identity that resonates with the target audience.
Why Someone Would Think of Them First
The ultimate aim is to position the business as the primary choice, rather than a secondary option. According to Dyer🕺, when demand is built correctly, the subsequent actions—such as website conversion, outreach, and sales conversations—become significantly more effective and efficient.
“When demand is built properly, the website converts faster. Outreach becomes warmer. Sales conversations start ahead.”
Dyer🕺 concludes by reiterating the fundamental distinction: “Delivery gives you something to point at. Demand gives people a reason to care.” It is this layer of demand generation that Storytold™ focuses on, facilitating faster and more successful sales outcomes.
📝 About This Content
This article is based on insights shared by Jack Dyer🕺 on LinkedIn.
📅 Originally posted on March 12, 2026 | View original post on LinkedIn →