DEMAND-SIDE VALUE CREATION
PRIVATE EQUITY
A STRATEGIC ADVISORY PARTNER FOR PRIVATE EQUITY FUNDS AND PORTFOLIO COMPANIES.
We help private equity funds increase exit value by strengthening how portfolio companies get chosen — and by turning that advantage into scalable revenue growth, pricing power, and multiple expansion.
While most value creation programs focus on operations, cost, or financial engineering, a disproportionate share of value across portfolios is created — or destroyed — on the demand side: relevance, positioning, pricing power, and growth quality.
Original Minds strengthens that side of the equation — systematically, across portfolios, and early enough to act before issues show up in revenue or EBITDA.
THE PROBLEM WE SOLVE
Demand-side value creation focuses on why customers choose a company — and how that choice compounds into growth, pricing power, and exit value.
It strengthens the core drivers of revenue quality:
• Market relevance
• Clarity of positioning and proposition
• Pricing power
• Penetration and repeat behavior
At its core, this is a diagnostic discipline.
It identifies where choice is weakening or strengthening, where demand is constrained, and where growth potential is leaking — before those issues appear in the financials.
In PE terms, demand-side value creation improves the quality, durability, and credibility of earnings, not just the cost base.
Practically, it strengthens the demand-side inputs of the Money Equation — so growth and valuation are driven by choice first, not by cost reduction or leverage alone.
DEMAND-SIDE VALUE CREATION
Demand-side value creation focuses on why customers choose a company — and how that choice compounds into growth, pricing power, and exit value.
It strengthens the core drivers of revenue quality:
• Market relevance
• Clarity of positioning and proposition
• Pricing power
• Penetration and repeat behavior
At its core, this is a diagnostic discipline.
It identifies where choice is weakening or strengthening, where demand is constrained, and where growth potential is leaking — before those issues appear in the financials.
In PE terms, demand-side value creation improves the quality, durability, and credibility of earnings, not just the cost base.
A CHOICE-LED GROWTH SYSTEM
Our work is built on a simple premise: All organic growth is a function of choice.
We help funds and portfolio companies:
Fix choice quality
Strengthen relevance, positioning, proposition, and pricing power.
Design growth engines
Build repeatable systems and levers that convert choice into penetration and frequency.
Monitor demand-side risk and opportunity
Track how markets, customers, culture, and competitors evolve — in real time.
This turns growth from a series of initiatives into a repeatable, measurable system — one that supports both EBITDA growth and multiple expansion.
HOW WE WORK WITH PRIVATE EQUITY FUNDS AND PORTFOLIO COMPANIES
We operate as a fund-level demand-side value creation partner. We provide both single interventions and ongoing partnerships.
Our engagement combines three core components; designed to provide both ongoing intelligence and advisory, as well as solve the individual problems that matter most.
DEMAND RADAR™
Ongoing portfolio monitoring
We continuously monitor the Five Forces of Choice across portfolio companies:
• Macro and regulatory shifts
• Cultural and behavioral change
• Market and category dynamics
• Customer needs and friction
• Competitive and brand positioning
Signals are captured using AI-supported monitoring, then synthesized with human judgment.
Outcome: early warning, faster insight, better timing.
MONTHLY BRIEFS
Executive-level synthesis for each portfolio company.
Each month, we deliver concise executive briefs (5–10 pages) that summarize:
• What is changing
• Why it matters
• Where growth or pricing power is at risk
• What leadership should consider doing next
Briefs can be delivered at fund level, portfolio-company level, or shared directly with CEOs. Designed for owners and operating partners.
STRATEGIC INTERVENTIONS
High-impact advisory when it matters
Strategic Interventions are focused, time-bound advisory engagements addressing a specific demand-side growth problem.
Typical interventions include:
• Choice & positioning diagnosis
• Pricing power and proposition work
• Growth engine design (penetration / frequency)
• Portfolio company growth resets
• Pre-exit demand-side strengthening
Interventions are scoped and governed to ensure focus, leverage, and predictability.
OUR SYSTEM GIVES YOU A HIGH-DEFINITION PICTURE OF DEMAND
ENGAGEMENT MODEL
We typically work on an annual partnership basis at fund level, combining:
• Portfolio-wide demand monitoring
• Monthly executive briefs
• A defined number of strategic interventions
Pricing is aligned with value creation and often benchmarked as a small percentage of portfolio EBITDA.
In practice, creating even a single incremental improvement in exit value across the portfolio more than justifies the investment.
WHY CHOOSE US?
Original Minds is founded on Choice-Led Growth Theory — a demand-side growth model developed through decades of hands-on work with brands, growth companies, and investors.
This is not a repackaged consulting methodology.
It is a first-principles model built to explain why growth actually happens — and why it breaks.
Most firms treat demand as intuition. We treat it as a system. By monitoring choice forces, diagnosing relevance and proposition, and designing growth engines, we help funds:
• strengthen revenue quality
• increase pricing power
• reduce demand-side risk
• and support multiple expansion
That is why we exist.
PATTERN RECOGNITION
Our work is grounded in career-long exposure to growth problems, not isolated projects:
• Positioning and proposition failures
• Pricing power erosion
• Growth engines that never scale
• Brands losing relevance while metrics still look “fine”
• Funds discovering demand-side risk too late
Choice-Led Growth emerged from repeatedly seeing the same failure modes — across industries, markets, and growth stages — and reverse-engineering their root cause.
That root cause is almost always choice.
ORIGINATORS OF CHOICE-THEORY™
We are the originators and primary practitioners of Choice-Led Growth Theory:
• Growth explained through customer choice, not activity
• Revenue modeled through penetration, frequency, and price
• Demand treated as a system, not a campaign
• Relevance and proposition treated as economic drivers, not brand language
This allows us to operate where most value creation programs are weakest: before growth shows up in the numbers.
INTELLIGENCE + JUDGEMENT
Most funds have dashboards, metrics, and telemetry.
What they lack is judgment.
We combine:
• continuous demand-side intelligence
• strategic synthesis
• and senior-level judgment
to answer the questions data alone cannot:
• Why is growth stalling?
• Why does pricing feel fragile?
• Why are customers hesitating now?
• What breaks next if nothing changes?
This is where value is actually created.
LET'S TALK
If you’re looking to strengthen growth quality, pricing power, and exit readiness across your portfolio, let’s start with a conversation.
Book a session and we will do a light analysis on your company of choice and explain how our system drives growth and exit value.
→ Discuss a Demand-Side Value Creation Partnership