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

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

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Overview

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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Editorial Reviews

From Barnes & Noble

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.

Publishers Weekly
Slywotzky (Value Migration), named by the London Times as one of the 50 top business thinkers in the world, examines products and services that evoke excitement and desire in consumers—and how to drum up the same enthusiasm for your own products. He asserts that there is a process by which “demand creators” recognize gaps between what people buy and what they want and are able to replicate. He digs deep into the concept of demand and consumer desire, investigating and sharing stories of the upward trajectories of such companies as ZipCar, TetraPak, Wegmans. However, the link to Slywotzky’s contention that there are replicable processes one can follow to create demand seems tenuous at best—especially since his book fails to make good on its promise to provide a roadmap. All of the companies he discusses involve pioneering entrepreneurs with an intense focus on the customer, but the true magic that enabled them to be successful when competitors failed is still hard to pin down. The processes he outlines are helpful guidelines in retrospect, but it may seem difficult for a reader to determine how to put them into practice. (Oct.)
From the Publisher
“Those who enjoy straightforward audio presentations . . . will appreciate Courvoisier’s delivery of the authors’ detailed, thoroughly researched explanations of how these companies transformed products from brilliant concepts to compelling realties that consumers come to believe are essential.”
AudioFile
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Product Details

  • ISBN-13: 9780307887320
  • Publisher: Crown Publishing Group
  • Publication date: 10/4/2011
  • Pages: 368
  • 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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