Demand
Author | : Adrian Slywotzky |
Publisher | : Crown Currency |
Total Pages | : 339 |
Release | : 2011-10-04 |
ISBN-10 | : 9780307887344 |
ISBN-13 | : 0307887340 |
Rating | : 4/5 (44 Downloads) |
Book excerpt: 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).