
July 31, 2026 · 13 min read
Latent Demand: What It Is and How to Find It
Latent demand is usually taught as a market gap: a want the market has not met yet. That definition is true but not actionable, because it does not tell you where to look. Boris Cherny, who created Claude Code at Anthropic, has an operational version he calls the single biggest idea in product: people will only do a thing they already do, so find the thing they are doing by hand and make it easier. CLAUDE.md and plan mode both came out of that rule. Here is what latent demand is, how it differs from stated and effective demand, and how to run the rule on your own product.
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