Mengapa Pasar Lebih Penting dari Asumsi Produk

Type	Duration	Module	Outcome
Reading	30 min	Pre-Work: Compelling Case for Change	OU-1, OU-4

Hook

You know that feeling when you've spent weeks perfecting a product proposal, only to hear the client say "this isn't what we need"? That gap between what you build and what the market actually wants is the exact pain this training addresses. It happens because plans start from internal assumptions, not external intelligence. Before Session 1, you will watch a video message from top management explaining why this change matters for Inastek's survival—and for your role.

Why This Matters for Your Role

Whether you are BD, Admin, SMO, or Senior Marketing, your daily decisions shape how the market perceives Inastek. If you start from product assumptions, you risk building something the market does not need. If you start from market intelligence, you become a sensor for real buyer value. [R-7] This pre-work is your invitation to join that shift.

The Shift

A consultant (and every staff member) is a buyer of risk, not a seller of answers. We reduce risk by starting from market intelligence, not internal assumptions. [R-7] Strong organizational cultures that emphasize market orientation create superior buyer value and sustained business performance. [R-1] This means your job is not to push a product, but to solve a market problem. Top-management commitment and visible modeling by leaders are critical to this shift; your sponsor's video in Session 1 is the first step. [R-7]

How to BE It

Before any work plan, ask three questions: (1) What does the market actually need right now? (2) What are our competitors offering? (3) How does my role connect to delivering that value? If you cannot answer all three, your plan is built on assumption, not intelligence. Write the answers down before you open your project management tool.

Do This Now

Write one paragraph answering: "Why does market intelligence need to come before my next work plan?" Use the three questions above as your guide. Duration: 15 min. Self-check: You have at least two specific market needs mentioned, not just product features.

Summary & Self-Check

Market orientation means starting every decision from market needs, not internal assumptions. It has three behavioral components: customer orientation, competitor orientation, and interfunctional coordination. [R-1] Strong cultures that embed this mindset see better financial results and innovation. [R-7]

1. Q: What are the three behavioral components of market orientation?
2. Customer orientation, competitor orientation, interfunctional coordination
3. Product quality, pricing, promotion
4. Sales, marketing, advertising
5. Planning, budgeting, reporting A: 0 — These three components are the core definition of market orientation per Narver and Slater. [R-1]