why do some

products generate

incredible demand

and not others?

People Standing in Line

what separates

a good offering

from one that's

truly magnetic?

how can solving
hassle maps
unlock the truth about
your customers?

Read an excerpt

Demand by Adrian Slywotzky

Find the answers in Demand

Adrian Slywotzky, bestselling author and senior partner at Oliver Wyman, examines the gap between what we buy and what we really want in Demand: Creating What People Love Before They Know They Want It. With engaging stories, Slywotzky pulls back the curtain on how great demand creators wind up creating the killer offer: things customers can’t resist and competitors can’t copy.

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    Demand by Adrian Slywotzky: Latest Blog Posts



    Adrian Slywotzky, author of Demand

    Adrian Slywotzky is a Partner of Oliver Wyman, a leading global management consulting firm. Since 1979, he has consulted to Fortune 500 companies from a broad cross-section of industries, working extensively at the CEO and senior executive level for major corporations on issues related to new business development and creating new areas of value growth. More >


    Karl Weber

    Karl Weber is a writer specializing in business, politics, and social issues. He has collaborated with Adrian Slywotzky on four previous books, including The Upside and How Digital Is Your Business? Karl has also collaborated with Nobel Peace Prize laureate Muhammad Yunus, founder of Grameen Bank and author of Creating a World Without Poverty, and he edited the best-selling movie companion books Food Inc. and Waiting for "Superman." He lives with his wife Mary-Jo Weber in Irvington, N.Y.





      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.
      Ralph Oliva, Executive Director of the Institute for the Study of Business Markets, and Professor of Marketing in the Smeal College of Business at Penn State University
      Adrian Slywotzky'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
      Slywotzky presents dozens of enjoyably detailed case studies. He includes some of the usual examples (Zipcar, Amazon's Kindle) as well as some surprising ones (Eurostar trains, the Seattle Opera).
      Leigh Buchanan, Inc. magazine,
      October 2011 issue

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