Demand
Creating What People Love Before They Know They Want It
by Adrian Slywotzky and Karl Weber
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Pub Date Oct 04 2011 | Archive Date Sep 01 2012
Crown Archetype | Crown Business
Description
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).
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).
Advance Praise
"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
--Rosabeth Moss Kanter, Harvard Business School professor, Author of Confidence and SuperCorp: How Vanguard Companies Create innovation, Profits, Growth, and Social Good
Available Editions
| EDITION | Hardcover |
| ISBN | 9780307887320 |
| PRICE | 27.00 |
| PAGES | 320 |
