Four Categories for Assessing Market Saturation and Finding Opportunity

Market saturation is not one of those things we talked about in the U.S. Army’s Special Forces. However, the concept was very important for us to understand. As a force that works by, through, and with, host nation partners, we needed to understand the public sentiment very well. Were the radical ideas and false promises of Al Qaida and ISIS waxing or waning in popularity and demand? Were the actions and promises of Allied Forces being regularly reinforced so the “consumer” continued to buy our product?

How long can you sell an idea or product before the public grows weary, skeptical, or simply ready for a change?