Demand: Creating What People Love Before They Know They Want It
||Slywotzky, Adrian & Weber, Karl
||BUS041000, BUS071000, BUS016000
9780307887344, Related ISBNs: 0307887324, 0307887340, 9780307887320, 9780307887344
|Number of pages:
Synopsis: 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).
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