Demand by Adrian Slywotzky
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.
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).

From the Hardcover edition.

About Adrian Slywotzky

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ADRIAN J. SLYWOTZKY - cited by Industry Week as promising "to be what Peter Drucker was to much of the 20th century, the management guru against whom all others are measured"-is a director of Oliver Wyman. He is the author of the bestselling The Profit Zone (selected by BusinessWeek as one of the ten best books of 1998), Value Migration, and How to Grow When Markets Don't. He has also been published in the Harvard Business Review and the Wall Street Journal and has been a featured speaker at the Davos World Economic Forum, the Microsoft CEO Summit, the Forbes CEO Forum, and the Fortune CEO Conference. KARL WEBER is a freelance writer and editor who has collaborated with Adrian Slywotzky on several books and worked with such authors as former president Jimmy Carter, Loews Hotels CEO Jonathan Tisch, UN ambassador Richard Butler, and representative Richard Gephardt. "From the Hardcover edition. Wise is Senior Lecturer of Media Arts at the University of Luton. KARL WEBER writes about business and current affairs.
Published October 4, 2011 by Crown Business. 385 pages
Genres: Business & Economics, Science & Math. Non-fiction

Unrated Critic Reviews for Demand

Publishers Weekly

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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

Aug 29 2011 | Read Full Review of Demand: Creating What People ...

Bookshelf Bombshells

It’s easy and reasonably enjoyable to read, and it’s full of great reminders, even if it doesn’t contain anything terribly revolutionary.

Sep 14 2011 | Read Full Review of Demand: Creating What People ...

It has the potential to become a tool for businesses to use to take a step back and think of how their current business model can flex to incorporate new customers, new trends, and reach out to the people who don’t know they want what you’re offering, yet.

Jul 09 2012 | Read Full Review of Demand: Creating What People ...


These companies create demand by designing products that produce an emotional connection with consumers, remove their hassles, and every day in every way get better and better.

| Read Full Review of Demand: Creating What People ...

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