Adrian J. Slywotzkywith Karl Weber
Demand: Create What People Love Before they Know They What in (Ñïðîñ)
Àâòîð: Adrian J. Slywotzkywith Karl Weber
Íàçâàíèå: Demand: Create What People Love Before they Know They What in (Ñïðîñ)
Èçäàòåëüñòâî: Random House
Äàòà èçäàíèÿ: 2005
Êðóã ÷èòàòåëåé: øèðîêèé
Îïèñàíèå: What is Demand? How is it created?
You love something when you see it and start raving about it to everyone you know. Then you see long lines forming and hear excited conversations starting. You realize that thousands, maybe millions, feel the same way.
Yet, for some reason, another product that seems just as good is met with indifference and dead silence.
Is it a matter of simply pulling the right levers—more marketing, better advertising, more aggressive sales efforts, discounts, coupons—to sell more stuff? Or are there other less visible forces at work?
Creating demand involves solving a puzzle that is a quirky combination of anthropology, psychology, technology, design, economics, infrastructure, and many other factors. Brilliant demand creators map the everyday hassles that make life painful, inconvenient, wasteful, and even dangerous. Then they fix those hassles by developing products that people cant resist and competitors have a very hard time replicating—magnetic products and services that outsell what is good” or very good” by five to one, or even ten to one.
Demand creators focus first and foremost on the behavior of people, understanding that were all ruled by inertia, skepticism, habit, and indifference. Finding creative ways to overcome these roadblocks is all part of the fun and challenge of the great game of seeing and then bridging the gap between what people settle for and what they really want.