In Demand, Adrian Slywotzky 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, 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).
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by Paul J.H. Schoemaker
by Thomas J. Stanley, William D. Danko
by Steven J. Stein
by Frank J. Rumbauskas
by Reshan Richards, Stephen J. Valentine
by Neil Smith, Patricia O'Connor
by Jennifer McCrea, Jeffrey C. Walker, Karl Weber
by Kevin Brooks
by Maureen Child
by Mike Gayle
by Dave Lakhani
"Respected management guru Slywotzky and business writer Weber present dozens of entertaining case studies of creative and profitable firms that have made goods and services emotionally "magnetic" to their customers. The companies discussed include Amazon (Kindle), Netflix, Eurostar (trains), and the Seattle Opera. Dave Courvoisier's narration is direct but generic sounding. But those who enjoy straightforward audio presentations with precise diction will appreciate Courvoisier's delivery of the authors' detailed, thoroughly researched explanations of how these companies transformed products from brilliant concepts to compelling realties that consumers come to believe are essential. To sum it up: A consumer's problem--whether perceived or not--can lead to a highly profitable business. W.A.G. (c) AudioFile 2012, Portland, Maine"
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