Finding Whitespace Growth with AI

In this video/blog, Jasravee Kaur Chandra asks a pertinent question: Are You Chasing the Wrong Growth? How To Find Whitespace With AI

Most brands try to beat competitors on the same battlefield. Jasravee makes the point clear: “Red Bull never tried to beat Coke or Pepsi on taste. It didn’t run ads saying, ‘We’re better.’ Instead, it redefined what a drink could mean.” That is whitespace thinking. 

The Growth Trap explained

• “Marketers are pre-programmed to think growth means brand differentiation. Why mine’s better than yours.” The problem is structural. Heavy buyers are the narrow end of the funnel and extracting more from them is costly and slow. 
• “Switching is slow. It’s costly. And often, it barely moves the needle.” So look elsewhere.

The Trio approach

Jasravee proposes three linked ideas. : “Light Buyers, Barriers, Whitespace.”

Start with casual users. Identify what prevents them from buying more. Finally, find opportunities no one else is looking at. 

A four step AI playbook

Step 1. Simulate a light buyer. Prompt idea: Act as a light category buyer. Where and when might I think about [Brand]? This reveals missed moments. 

Step 2. Diagnose barriers. Ask: What emotional or functional reasons stop someone from choosing [Brand]? You get friction points that human research often misses. 

Step 3. Discover whitespace. Ask: What unmet tensions, ignored subcultures, or underserved use cases could represent future growth? You move from competing to creating. 

Step 4. Pressure test. Ask: Would this idea increase relevance and distinctiveness? Is it emotionally credible for our brand? This stops bad ideas early. 

Real brand examples

• Oatly surfaced a climate conscious use case for oat milk and built a cult. 
• Tanishq transformed gold into daily fashion not just wedding jewelry. 
• Nike owned night running. 
• Kellogg’s found non-breakfast occasions. 

Why AI matters now

Jasravee frames AI as a sharpened diagnostic tool. “AI lets you run strategic experiments in minutes that used to take weeks of qual research.” That speed gives you more attempts at whitespace discovery and faster invalidation. 

A simple task to start

Pick one brand you care about. Ask AI the light buyer prompt. Save the surprising barrier. Make one idea to stretch into whitespace. The transcript says it plainly: “Save the one surprising barrier you find. That’s your starting point for whitespace growth.” 

To conclude

Growth is not only an edge by edge battle of claims and ads. Growth can be creative expansion. Use AI for clarity and speed. “Use AI for clarity, not just speed.”