One of the most used words in marketing is “TBD”.
It was coined by Thomas Wilcox and Howard Shatz in 1985.
TBD (To Be Determined) is a marketing term describing a specific market segment or category that has not been defined through the use of market research.
Although it has gained currency as a part of business reporting.
It is hard to define exactly what TBDs are, meaning it’s difficult for marketers to collect enough data about them to predict their success.
To be determined (TBD) is a stamp of uncertainty.
It can mean that the market is changing, the product is new, innovation happens, or there are many aspects to a product still unknown.
The first example might be the evolution of business in the last 30 years.
In this case, “To Be Determined” can be used as a marketing tool to focus on how customers are reacting to technology and will change their behavior in accordance with it.
The second example is something less tangible.
“To Be Determined” could also refer to a business decision that its investors do not understand yet and thus it needs time for them to understand why they made this decision.
Watch or listen to the entire episode to know a lot more.
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