In Demand, Adrian Slywotzky 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, government leaders, non-profit managers, and other would-be innovators. To succeed in their various missions, all these groups 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” does not equal “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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"for a business book this is an entertaining read. stories of some well known and not so well known brands overcoming barriers by customer centered thinking. interesting too to read how long a strategy takes to develop, be realized and be sustained in the right company culture." — Erietta (5 out of 5 stars)
"for a business book this is an entertaining read. stories of some well known and not so well known brands overcoming barriers by customer centered thinking. interesting too to read how long a strategy takes to develop, be realized and be sustained in the right company culture."
" What a unique idea - providing a product or service that people actually want (i.e.: demand). The way you do that is to remove the "hassle factor." Steve Jobs had it figured out. Why can't the airlines? "
" Really liked it. Some good insight into market creation. "
" Looking forward to some great insights on market creation and Product Value Creation. Cheers. "
" Awesome! A book with great depth of creating the demand that people needs by really solving what needs to be solved: The Hassle Map "
" Fantastic book. Lots of good info about launching products effectively. "
Adrian J. Slywotzky is the author of Value Migration and the coauthor of The Profit Zone and Profit Patterns. Mr. Slywotzky is a graduate of Harvard College and has an MBA from the Harvard Business School and a JD 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.
Karl Weber, president of Karl Weber Literary, is a writer, editor, and book developer with over twenty-five years of experience in the book publishing industry. Weber has coauthored and edited a number of books, including the New York Times bestseller Creating a World without Poverty, coauthored with Muhammad Yunus, winner of the 2006 Nobel Peace Prize; the #1 New York Times bestseller What Happened: Inside the Bush White House and Washington’s Culture of Deception by Scott McClellan, which Weber edited; and two bestselling companion books to acclaimed documentary films, Food Inc. and Waiting for “Superman,” both of which Weber edited. Before founding his company, Weber served as managing director of the Times Business imprint at Random House and as senior editor and publisher in the trade book division of John Wiley & Sons. He also spent time as an editor at McGraw-Hill and AMACOM, the book-publishing division of the American Management Association. Weber lives in Irvington, New York, with his wife.
Dave Courvoisier is an accomplished news anchor. A graduate of the University of Illinois Urbana-Champaign, he began his broadcasting career at KCCC radio in Carlsbad, New Mexico, and went on to work at television stations in Indiana, Montana, and North Carolina. He is currently a news anchor at KLAS-TV in Las Vegas, Nevada, and lives with his wife.
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