“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
“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 personal stories make the frameworks for thinking real, and point to some inherent traits in personality that characterize the mind, approach and courage of demand creators. Demand provides a way for leaders to build a better future for their businesses. And a big plus is that they will like – and identify with – the people they read about.”
—Ralph A. Oliva Executive Director, Institute for the Study of Business Markets Professor of Marketing Smeal College of Business, Penn State
From the Hardcover edition.