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1 Burnside Business- Marketing

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

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

 

Synopses & Reviews

Publisher Comments:

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).

Review:

"Slywotzky (Value Migration), named by the London Times as one of the 50 top business thinkers in the world, examines products and services that evoke excitement and desire in consumers — and how to drum up the same enthusiasm for your own products. He asserts that there is a process by which 'demand creators' recognize gaps between what people buy and what they want and are able to replicate. He digs deep into the concept of demand and consumer desire, investigating and sharing stories of the upward trajectories of such companies as ZipCar, TetraPak, Wegmans. However, the link to Slywotzky's contention that there are replicable processes one can follow to create demand seems tenuous at best — especially since his book fails to make good on its promise to provide a roadmap. All of the companies he discusses involve pioneering entrepreneurs with an intense focus on the customer, but the true magic that enabled them to be successful when competitors failed is still hard to pin down. The processes he outlines are helpful guidelines in retrospect, but it may seem difficult for a reader to determine how to put them into practice." Publishers Weekly Copyright PWxyz, LLC. All rights reserved.

About the Author

Adrian J. Slywotzky is a partner of Oliver Wyman, an international management consulting firm. The Times of London named Slywotzky one of the top 50 business thinkers and Industry Week has named him one of the six most influential management thinkers, “promising to be what Peter Drucker was to much of the twentieth century: the management guru against whom all others are measured.”

 

Karl Weber writes about business and current affairs.

 

Product Details

ISBN:
9780307887320
Author:
Slywotzky, Adrian
Publisher:
Crown Business
Author:
Weber, Karl
Author:
Slywotzky, Adrian J.
Subject:
General Business & Economics
Subject:
Leadership
Subject:
Business - General
Subject:
Business;Marketing
Publication Date:
20111031
Binding:
HARDCOVER
Grade Level:
General/trade
Language:
English
Pages:
368
Dimensions:
9.53 x 6.54 x 1.34 in 0.48 lb

Related Subjects

Business » General
Business » Management
Business » Marketing

Demand: Creating What People Love Before They Know They Want It Used Hardcover
0 stars - 0 reviews
$18.50 In Stock
Product details 368 pages Crown Business - English 9780307887320 Reviews:
"Publishers Weekly Review" by , "Slywotzky (Value Migration), named by the London Times as one of the 50 top business thinkers in the world, examines products and services that evoke excitement and desire in consumers — and how to drum up the same enthusiasm for your own products. He asserts that there is a process by which 'demand creators' recognize gaps between what people buy and what they want and are able to replicate. He digs deep into the concept of demand and consumer desire, investigating and sharing stories of the upward trajectories of such companies as ZipCar, TetraPak, Wegmans. However, the link to Slywotzky's contention that there are replicable processes one can follow to create demand seems tenuous at best — especially since his book fails to make good on its promise to provide a roadmap. All of the companies he discusses involve pioneering entrepreneurs with an intense focus on the customer, but the true magic that enabled them to be successful when competitors failed is still hard to pin down. The processes he outlines are helpful guidelines in retrospect, but it may seem difficult for a reader to determine how to put them into practice." Publishers Weekly Copyright PWxyz, LLC. All rights reserved.
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