March 10, 12, 15, 17, 19
9:00 AM - 12:00 PM
(live via Zoom)

Market-Driving Strategies are strategies that embrace innovative changes in the logic of industry and business system to grow its profit and industry’s demand from underserved and unserved markets. Without a market-driving strategy, a marketing plan focusing solely on the served market is incomplete as it risks losing the underserved or unserved markets (sometimes even bigger than current customers) to other competitors.

Thus, market-driving strategy should be viewed as a source of innovation and growth for old businesses as well as a new and major revenue source of firms.

Key topics to cover: 

  • From Market-Driven to Market-Driving: Decoding 9 Non-customer Groups
  • 7-Step Market-Driving Process
  • BIDA Check-Up: Decoding Pain Points and New Truths
  • 8 Ways to do Ideation for Underserved Markets
  • 4x5 Market Driving Map: A New Way to Use Marketing Mix
Case examples from the following industries and countries shall be shared:Industries: Agriculture, Airline, Automotive, Banking, Barber Shop, Beverage, Biking, Cemetery, Console Gaming, Consumer Health, Construction, Day Care, Hospital, Education, Entertainment, Financial Services, Fitness, Furniture, Housing, Lighting, Medical Clinic, Mining, Pharmaceutical, Photocopiers, Planner, Restaurant, Sports, Supermarket, Telecom, Travel, Countries: China, Columbia, India, Japan, Philippines, USA

Who Should Attend
  • Progressive thinking marketers, entrepreneurs, and;
  • CFOs who want to get out of traditional price and promo-driven brand switching tactics.

“I found the new demand wheel of Josiah Go’s Market-Driving Strategies a very useful tool. It provides avenues for us to see a multitude of possibilities not considered before and bring the business to an entirely new level” – National Category Marketing Manager, Coca-Cola Bottlers “100% New and Fresh concepts. It’s like finally discovering the ‘missing link’ to go full blast in capturing your potential market.”
— Marketing Officer, BPI

“Market-Driving Strategy is like the “Holy Grail”. This may give solutions to both big and small companies’ desire to remain profitable in their respective industries.”
– Territory Sales Manager, San Miguel Brewery

“This seminar changed my perspective about marketing in today’s time!”
 — Brand Manager, Watsons Personal Care Store, Inc.

“The seminar is very mind-engaging and will help you detach yourself from your usual, you-thought-right strategy, and think out-of-the-box.”
— Category Manager, Tupperware Brands

JOSIAH GO, Chairman and Chief Innovation Strategist

Josiah Go is the Chairman and Chief Innovation Strategist of Mansmith and Fielders, Inc., 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. He is thought leader with 18 bestselling and record-breaking marketing and entrepreneurship books, as well as 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 World JCI in a competition of over 1,000 TOYMs), 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 were 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 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 Harvard, Wharton and at the London Business School.

Sign up for a 5+1 group discount if you plan to attend as a team

How much to pay for each course?

Early Bird Rate

If paid on or before February 28, 2021



Regular Rate

If paid during March 2021 or beyond




March 08, 2021