Demand: Creating What People Love Before They Know They Want It - Softcover

"Adrian Slywotsky's charming and enlightening stories of market creation will inform and inspire innovators everywhere." Demand i"s 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 pers