Amazon.com, Bloomberg, Eurostar, Pixar and other companies have all done it. They’ve defied the unsteady economy and created a product that people can’t resist and competitors can’t copy.
In his book, “DEMAND: Creating What People Love Before They Know They Want It,” author Adrian Slywotzky, takes a deeper look at these demand creators and looks at the ‘demand concept’ in a formulaic fashion. According to him, demand is created by a combination of anthropology, psychology, technology, design, economics and infrastructure among other things. His book examines the six principles that set these companies apart from the rest and reveals opportunities for the creation of new demand for other innovators, businesses and organizations. Slywotzky is a partner at Oliver Wyman and was recently named one of the six most influential management thinkers by Industry Week magazine. The book is available at 800-CEO-Read for $21.60.
