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# Demand comes from discovery — Kelford Labs Daily
- URL: https://kelfordinc.com/demand-from-discovery-kelford-labs-daily/
- Published: 2024-12-12T11:28:37.000Z
- Updated: 2026-01-27T15:14:08.000Z
- Description: Find demand, don’t try to make it.
- Author: Joel Kelly
- Tags: Daily Labs, demand, discover, focus, clarity, signal

> “The single most wasteful thing you can do in marketing is try to change a mind.”  
>  
> — Trout & Ries, The 22 Immutable Laws of Marketing

Wait, but isn’t marketing *all about* convincing our prospects to work with us?

**Nope. It’s about *finding* the prospects most likely *to want* to work with us.**

As Bob Moesta says, “We don’t create demand. We uncover it.”

Our job as marketers and entrepreneurs is to *uncover* the demand for our business and *find* the people who are most likely to have it.

And then *demonstrate* to them that what we sell is what they need.

No convincing. No persuading. No pestering.

Instead, uncovering. Finding.

***Demonstrating*.**

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[***Kelford Inc.***](https://www.kelfordinc.com/) ***shows entrepreneurs the way to always knowing what to say.***