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True Demand: Build Value, Consensus & Winning Business Model

Build customer-driven marketing, decode demand, and design business models for the digital and AI-powered marketing era.

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What you'll learn

  • Learn to analyze user needs using the True Demand framework and break down functional, emotional, and asset value.
  • Design sustainable business models by combining value creation, market consensus, monetization logic, and AI-driven strategy.
  • Build user insights beyond data by identifying personas, perception gaps, and real scenarios that shape product decisions.
  • Apply the Value–Consensus–Model system to real cases and create a complete growth strategy for digital and AI-era businesses.

Explore related topics

  • Marketing Strategy
  • Artificial Intelligence (AI)
  • Growth Hacking
  • Marketing

This course includes:

4 sections • 30 lectures • 4h 11m total length

  • 4 hours on-demand video
  • Access on Podcast
  • Full lifetime access
  • Certificate of completion
     

Course Content

  1. Section 1: Business Value Creation

    8 lessons
    1. Lecture 1: The Nature of True Demand
    2. Lecture 2: Functional, Emotional, and Asset Value
    3. Lecture 3: Cognitive Bias in Consumption
    4. Lecture 4: Emotional Value — Beyond Utility
    5. Lecture 5: Asset Value and the Luxury Paradox
    6. Lecture 6: Product Innovation — Combining Multiple Values
    7. Lecture 7: Brand Power — From “White Label” to “Big Brand”
    8. Lecture 8: AI, Emotion, and the Future of Empathy

  2. Section 2: Building Market & Team Consensus

    7 lessons
    1. Lecture 9: From Observation to Insight
    2. Lecture 10: From Conflict to Consensus
    3. Lecture 11: From Perception Gap to Delightful Design
    4. Lecture 12: User Persona and Identity Logic
    5. Lecture 13: Scenario Matching & Product Context
    6. Lecture 14: Interest Alignment & Stakeholder Mapping
    7. Lecture 15: The Four Layers of Relationship — Need, Affection, Identity, and Belonging

  3. Section 3: Business Model Design & Capability System

    7 lessons
    1. Lecture 16: Social Media Ecosystem: The Digital Silk Road
    2. Lecture 17: Business Model as the Survival Logic: Why Some Companies Survive
    3. Lecture 18: Big Data and Decision-Making Power
    4. Lecture 19: The New Business Model of AI and Algorithm-Driven Marketing
    5. Lecture 20: Energy & Mind Power of Leaders
    6. Lecture 21: Monetization Logic: From Arbitrage to Sustainable Growth
    7. Lecture 22: Distribution Mechanism & Incentive Systems

  4. Section 4: The Creator’s Mind & First Principles

    8 lessons
    1. Lecture 23: The Creator’s Mind: From Product to Meaning
    2. Lecture 24: Should vs. Is
    3. Lecture 25: Data Ethics & Algorithmic Responsibility
    4. Lecture 26: Cognitive Integrity and Action Power
    5. Lecture 27: The One-Word Rule of a Great Product
    6. Lecture 28: AI, Attention, and Empathy
    7. Lecture 29: The Logic of Adaptive Systems
    8. Lecture 30: The Real Demand Framework for the Digital Era

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Requirements

  • No prior business or technical background is required

Description

Understanding what customers truly want is the foundation of every successful marketing strategy.This course teaches the True Demand Framework—a practical, modern system for decoding user needs and designing marketing that works in the digital and AI era.

By taking this course, learners will:

  • Master customer insight: understand functional, emotional, and asset value that drive real purchasing decisions.
  • Analyze consumer behavior beyond data and discover perception gaps, identity needs, and scenario-driven actions.
  • Create value-based marketing strategies that resonate with users and differentiate your brand in competitive markets.
  • Design persuasive messaging using emotional value, brand storytelling, and user-centered communication.
  • Build market consensus by aligning stakeholders, shaping perception, and influencing customer trust.
  • Develop strong brand positioning through value framing, identity logic, and long-term brand equity.
  • Understand modern marketing ecosystems, including social platforms, digital channels, and algorithm-driven reach.
  • Apply AI-powered marketing thinking to user segmentation, content strategy, and customer journey design.
  • Design profitable business and marketing models that connect value creation with monetization and sustainable growth.
  • Use real-world global cases, including consumer brands, digital platforms, luxury goods, and successful Chinese companies.

This course is designed for marketers, founders, product leaders, MBA learners, and anyone who wants to build customer-driven marketing that delivers real results.

If you want to understand customers more deeply, make smarter marketing decisions, and build strategies that win—this course will give you the tools.

Who this course is for:

  • Product, marketing, and strategy professionals who want deeper user insight beyond data and trends.
  • Entrepreneurs and founders who want a clear framework to understand users, create value, and build scalable business models.
  • Managers and future leaders seeking practical tools to make better decisions, align teams, and drive growth.
  • MBA students and lifelong learners looking for a modern, real-world approach to business thinking in the digital and AI era.
  • Anyone curious about why businesses succeed, how value is created, and how to design meaningful products people truly want.

Instructor

Garbo Tian

Garbo Tian is a seasoned business strategist and cross-border education entrepreneur with over 15 years of experience in entrepreneurship, investment operations, and institutional partnerships across China, the U.S., and Asia-Pacific.

She is the founder of a cross-border education company with RMB 100 million+ in cumulative revenue, where she built and led academic credit transfer collaborations with over 400 universities and colleges around the world. Her work has helped bridge global education systems, develop sustainable academic programs, and promote East–West learning partnerships.

In the business sector, Garbo has advised on entrepreneurship strategy, ESG integration, and post-investment management across sectors ranging from education to finance.

Garbo is a frequent speaker in both English and Chinese, having delivered over 1,000 professional talks to audiences that include executives, university faculty, policymakers, and international entrepreneurs.

Her academic credentials include:

  • Doctor of Education, University of Southern California (USC)
  • Master's in Economics and Management, University of York, UK

Garbo's courses focus on:

  • Strategic analysis of leading Chinese companies, such as Huawei, Haidilao, Pop Mart, and Xiaohongshu
  • Cross-border business models and how Chinese enterprises scale internationally
  • Real-world MBA-level case studies grounded in system thinking, policy frameworks, and institutional dynamics
  • Entrepreneurial ecosystems and innovation in emerging markets
  • Chinese Culture

Her teaching style combines rigorous research with practical insights, helping learners understand not just what works in business, but why it works—especially in the context of China's fast-evolving market environment.

Her courses are designed for:

  • MBA students and business professionals
  • Entrepreneurs seeking global growth strategies
  • Educators and policymakers interested in Asia's innovation models
  • Anyone looking to understand business logic through real cases

Garbo believes that in a complex world, clarity comes from connecting global strategy with local insight—and that great businesses are built by those who understand both.