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    Demand

    Creating What People Love Before They Know They Want It

    Author Adrian Slywotzky, Karl Weber
    Ebook
    Crown | Crown Currency
    On sale Oct 04, 2011 | 368 Pages | 9780307887344
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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).
    © Bachrach Photography
    Mr. Slywotzky is a graduate of Harvard College nad has an M.B.A. from the Harvard Business School and a J.D. from Harvard Law School. He is vice president of Mercer Management Consulting and was recently selected by Industry Week as one of the six most influential people in management. View titles by Adrian Slywotzky
    © Mary-Jo Weber
    Karl Weber View titles by Karl Weber
    "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

    “There is no bigger issue than demand.  We need fresh thinking based on research to develop bold, doable pathways for demand creation. Over the years I’ve learned a great deal from books such as Value Migration and The Profit Zone by Adrian Slywotzky.  Now with Demand, Slywotzky shows  how to get your arms around what many see as an intractable problem. And like every good problem-solver, he provides frameworks for thinking, illustrated through warm personal stories that get you into the personalities of some spectacular – yet unsung – demand generation heroes. The personal stories make the frameworks for thinking real, and point to some inherent traits in personality that characterize the mind, approach and courage of demand creators. Demand provides a way for leaders to build a better future for their businesses.  And a big plus is that they will like – and identify with - the people they read about.”
    --Ralph A. Oliva Executive Director, Institute for the Study of Business Markets  Professor of Marketing  Smeal College of Business, Penn State

    About

    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).

    Author

    © Bachrach Photography
    Mr. Slywotzky is a graduate of Harvard College nad has an M.B.A. from the Harvard Business School and a J.D. from Harvard Law School. He is vice president of Mercer Management Consulting and was recently selected by Industry Week as one of the six most influential people in management. View titles by Adrian Slywotzky
    © Mary-Jo Weber
    Karl Weber View titles by Karl Weber

    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

    “There is no bigger issue than demand.  We need fresh thinking based on research to develop bold, doable pathways for demand creation. Over the years I’ve learned a great deal from books such as Value Migration and The Profit Zone by Adrian Slywotzky.  Now with Demand, Slywotzky shows  how to get your arms around what many see as an intractable problem. And like every good problem-solver, he provides frameworks for thinking, illustrated through warm personal stories that get you into the personalities of some spectacular – yet unsung – demand generation heroes. The personal stories make the frameworks for thinking real, and point to some inherent traits in personality that characterize the mind, approach and courage of demand creators. Demand provides a way for leaders to build a better future for their businesses.  And a big plus is that they will like – and identify with - the people they read about.”
    --Ralph A. Oliva Executive Director, Institute for the Study of Business Markets  Professor of Marketing  Smeal College of Business, Penn State

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