The Persuasion Game

Rethinking how you measure demand, with Karl Miley, Co-Founder, Forge

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Episode notes

"Most organisations don't need more data. What they need is a wider, more dynamic view of where demand is forming. And they need to be looking in the right places to find it."

In this episode of The Persuasion Game podcast, we're joined by Karl Miley, co-founder of Forge and leader of its Dynamic Demand practice.

Karl has spent years helping some of the world's biggest brands understand where consumer demand is heading, and why so many of them are looking in the wrong direction.

This episode is about why brand confidence in decision-making has never felt lower, how static demand frameworks are partly to blame, and why a new approach is needed.

Karl takes us through four forces reshaping demand: cultural and behavioural shifts, the arrival of new entrants, technology-driven changes in discovery and behaviour, and macro shocks that rewrite consumer priorities overnight.

If you work in identifying demand spaces, this episode isn’t to be missed.

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This is an 18Sixty production for Forge.

CHAPTERS:

(00:00) Introduction

(03:41) Signals Beyond Trackers

(10:06) Stanley And Diet Coke

(17:08) Spotting Early Signals

(25:53) Olipop

(39:50) Best Practice Dynamic System