Whether you run a multibillion-dollar corporation or a corner lemonade stand, ultimately you have the same question: How can I increase the demand for my goods or services? Adrian J. Slywotzsky's Demand shows that the answer to this question goes beyond strategies like spending more on advertising or lowering prices. Drawing on his expertise as a global management consultant, Slywotzky uses actual cases to reveal what makes companies prosper, even during economic crises or times of structural change. Counterintuitive wisdom for readers of Malcolm Gladwell and books like Freakonomics.
Demand: Creating What People Love Before They Know They Want Itby Adrian J. Slywotzky, Karl Weber
In DEMAND: Giving People What They Love Before They Know They Want It (Crown Business; October 2011), Adrian Slywotzky, named by Industry Week one of the world’s six most influential management thinkers, provides a radically new way to think about demand, with a big idea and a host of practical applications—not just for people in/i>/b>/i>… See more details below
In DEMAND: Giving People What They Love Before They Know They Want It (Crown Business; October 2011), Adrian Slywotzky, named by Industry Week one of the world’s six most influential management thinkers, 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, governments leaders, non-profit managers, and other would-be innovators.
They all 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 ≠ 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).
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—Rosabeth Moss Kanter, Harvard Business School professor, author of Confidence and SuperCorp: How Vanguard Companies Create Innovation, Profits, Growth, and Social Good
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