Demand: Creating What People Love Before They Know They Want It

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More About This Book

Overview

In Demand, Adrian Slywotzky provides a radically new way to think about demand, with a big idea and a host of practical applications—not just for people in business but also for social activists, government leaders, non-profit managers, and other would-be innovators. To succeed in their various missions, all these groups need to master such ground-breaking concepts as the hassle map (and the secrets of fixing it); the curse of the incomplete product (and how to avoid it); why “very good” does not equal “magnetic”; how what you don’t see can make or break a product; the art of transforming fence sitters into customers; why there’s no such thing as an average customer; and why real demand comes from a 45-degree angle of improvement (rather than the five degrees most organizations manage).

What People Are Saying

Rosabeth Moss Kanter
“Adrian Slywotsky’s charming and enlightening stories of market creation will inform and inspire innovators everywhere. Demand is the book you didn’t know you needed until you read it, love it, and find that you can’t succeed without it.”
—Rosabeth Moss Kanter, Harvard Business School professor, author of Confidence and SuperCorp: How Vanguard Companies Create Innovation, Profits, Growth, and Social Good

Product Details

  • ISBN-13: 9780307887320
  • Publisher: Crown Publishing Group
  • Publication date: 10/4/2011
  • Pages: 368
  • Sales rank: 140,573
  • Product dimensions: 6.48 (w) x 9.50 (h) x 1.34 (d)

Meet the Author

Adrian J. Slywotzky is a partner of Oliver Wyman, an international management consulting firm. The Times of London named Slywotzky one of the top 50 business thinkers and Industry Week has named him one of the six most influential management thinkers, “promising to be what Peter Drucker was to much of the twentieth century: the management guru against whom all others are measured.”
 
Karl Weber writes about business and current affairs.
 

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