In Demand, Adrian Slywotzky provides a radically new way to think about demand, with a big idea and a host of practical applicationsnot 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).
“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