Learn to go beyond the usual brand switching type of promo orientation, master Market-Driving Strategies (MDS), which according to Dr. Philip Kotler, is the 4th major type of market orientation. Stand out in the market place by competing on brand relevance instead of brand preference, think gaining market penetration not just market shares without market growth.  Attend this paradigm-busting course to grow beyond your present source of revenue and profit. Apply MDS process, principles, tools and framework with a generous amount of local and international cases to attract new demand from 9 unserved and underserved markets in your industry.

Each participant will learn: 

  • Discover the process, principles, tools and framework of Market-Driving Strategy that can help your brand or business experience real and sustainable growth.
  • Change your thought process by bringing strategic thinking elements into your work 
  • Explore potential new market opportunities by looking beyond traditional boundaries of growth    

The company will gain: 

  • Identify market-driving opportunities complementing traditional market-driven strategy 
  • Systematize market diagnosis and analytical ability of your executives 
  • Gain hands-on experience on how to improve your firm's profitability beyond being prisoner of cutthroat competition   


MARKET-DRIVING STRATEGY (MDS) helps companies redefine brand relevance instead of continuing costly brand preference.  It combines 3 important ingredients needed toward a sustainable future: Marketing + Innovation + Strategy Planning MDS brings strategic thinking back to marketing. Participants shall work in small groups and apply the 7-step MDS process.     

Module 1: Introduction to Market-Driving Strategy: Why 99% of Marketing Plans Are Inadequate

  • What is Market-Driving Strategy?
  • Where are you in the 4 types of market orientation?
  • 6 quick marketing and strategy questions we seldom ask
  • How to really compete in an industry 
  • 4 levels of differentiation 
  • Why UAI, Benchmarking and Best Practices are not good for market-driving strategy
  • 7 steps process of Market-Driving Strategy
  • Finding the sweet spot: Pain points vs. pain killers
  • State of contemporary marketing
  • Lessons in MDS
  • Sharing exercise

Module 2: Process, Principles, Tools and Framework of Market-Driving Strategies

  • Step 1: Performance audit: Turning facts into assumptions 
  • Step 2: New demand wheel: Decoding 9 underserved / unserved markets 
  • Step 3: BIDA Check-up: Uncovering 5 growth barriers
  • Step 4: Insighting Clues: Finding new truths to get out of cut-and-paste status quo
  • Step 5: Ideation Windows: 8 Ways to think out-of-the-box
  • Step 6: MDS Planning Map: Creating newness to create new demand and reinvent your industry
  • Step 7: MDS Hexagon: Converting compelling concept into compelling profit

Be inspired with a generous number of local and international case studies to be discussed:    

  • How to leapfrog from being number 3 to number 1 
  • How to make competition have a hard time to match your offer 
  • How to revive a declining industry 
  • How to compete with low price competitors 
  • How to lower your price but still make a lot of money 
  • How to “delegate” tasks and make your customers happy 
  • How to spot vulnerabilities in your value chain 
  • How to expand markets that are considered saturated 
  • How to spot areas for growth potential 
  • How to prioritize which non-user segments to exploit 
  • How to use benefit segmentation to enlarge your market 
  • How to convert deep seated customer’s frustration into an opportunity 
  • How to handle customer bonding opportunities with few questions that really matter 
  • How to convert traditional strategic planning process into category growth planning process 
  • How to improve ideation in your company 
  • How to create new demand instead of cannibalizing your existing volume        


  • Ideally, the entire management team composed of CEO, managing director, head and key managers of functional groups (marketing, sales, trade marketing, R&D, finance, strategic planning, operation, HRD) who want to challenge industry norms and break the rules.
  • Executives of strategy teams who want to set the pace in their industry
  • Leaders of change in dynamic companies.
  • Entrepreneurs needing a mindset change.
  • Anyone who has influence in the future direction of their organization.

Chairman and Chief Innovation Strategist

Record-breaking, bestselling author Josiah Go is the Chairman of Mansmith and Fielders, Inc. (the leading marketing and sales training company in the Philippines), and Chairman of Waters Philippines (the market leader in the direct selling of premium home water purifiers in the Philippines). He is Chairman / Vice Chairman / Director of over a dozen companies.

Known as one of the Philippines’ most respected marketing gurus, he is the most awarded business educator of the Philippines having been recognized as one of the Agora Awardees in 1994, one of the Ten Outstanding Young Men (TOYM) of the Philippines in 2001, one of the Ten Outstanding Young Persons (TOYP) of the World in 2002 (the 1st and only Filipino in Business Education given by JCI International by far), and one of only two Lifetime Achievement Awardees by the Association of Marketing Educators (2007), the youngest marketing educator to be bestowed this honor. He was also given the Brand Leadership Award during the World Brand Congress in India (2009). His accomplishments was recognized by the international community where he has been included in the 10th edition of the International Who’s Who of Intellectuals (England).

He is also the first Filipino to have completed the Blue Ocean Strategy qualification process in Insead, France and is the first in Southeast Asia to have taught this as a 3-unit, full semester course in a university.  His current interests include Market-Driving Strategies, Innovation, Profit Strategy and Innopreneurship.

A bestselling author with 18 marketing books, Josiah has taught at the De La Salle and Ateneo Universities as well. He is an Executive Scholar of the Kellogg Business School (in Marketing and Sales Management) as well as the MIT Sloan (in Strategy and Innovation). He also took advance marketing programs at Wharton, Harvard and at the London Business School.  His industry affiliations include being National President of the Philippine Marketing Association (1991), Chairman of the Direct Selling Association of the Philippines (2002), National President of the Association of Marketing Educators (2004-2005). Most recently, he is founding Chairman of White Space Club International. An entrepreneur and marketing practitioner, he continues to be involved in various advocacies aimed at youth empowerment, innovation and entrepreneurship namely, the Young Market Masters Awards (YMMA), Mansmith Innovation Awards, Day 8 Business Academy, Jeremiah Fund, Marketing Educators' Training, and the MarkProf Foundation.