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

Unabridged Audiobook

Written By: Karl Weber, Adrian Slywotzky

Narrated By: Dave Courvoisier

Publisher: HighBridge Company

Date: October 2011

Duration: 11 hours 49 minutes


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).