Demand: Creating What People Love Before They Know They Want It [ラフカット, Import] [ハードカバー]

Many books published in recent years offer excellent advice on how to create and then sustain what I call a hyphenated culture: quality-driven, customer-driven, innovation-driven, results-driven, etc. The given objectives are eminently worthy and I have no quarrel with any of them, nor does Adrian Slywotzky. The fact remains, however, that an organization must have compelling appeal to those on whom it depends for success: employees at all levels and in all areas with talent and skills as well as character and commitment who create great value for customers. That's precisely what Herb Kelleher always stressed when asked to explain the extraordinary success of Southwest Airlines: "We take great care of our people, our people take great care of our customers, and our customers then take great care of our shareholders."

Demand: Creating What People Love Before They Know They Want It is a "must read" for business leaders in organizations that are struggling to answer any/all of questions such as these:

o "How can we get our customers to buy more of what we sell?"
o "How can we convince more of our competition's customers to buy from us?"
o "How can we convert fence-sitters into buyers of what we sell?"
o "How can we attract, hire, and then retain the people who will create the greatest value for our customers?"
o "Meanwhile, what must we do each day to improve the quality of life in our workplace and increase the appeal of what we produce there?"

In each instance, the challenge is to create and then sustain demand.

Whatever its size and nature may be, every organization must be led by what Slywotzky characterizes as "demand creators," people who "spend all of their time trying to understand [begin italics] people [end italics]...They try to understand our aspirations, what we need, what we hate, what gives us emotional charge - and, most important, what we might really love...They seem to know what we want even before we do. They wind up creating things people can't resist and competitors can't copy. Yet they almost never succeed on the first try...These demand creators recognize the huge gaps between what people buy and what they really want - and they use those gaps as the springboard for a process of reimagination that you might call the demand way of thinking."

There are hundreds (thousands?) of books now on sale that offer advice on how to increase sales, how to market with "a bigger bang for the buck," how to improve customer relations, etc. To the best of my knowledge, this is the first book - certainly one that is most cohesive, comprehensive, and cost-effective - to explain "how to create what people love before they know they want it." Dozens of real-world examples are provided to illustrate key points. They also suggest all manner of practical applications. It should also be noted that the wealth of information, insights, and recommendations that Slywotzky provides are relevant to almost any organization, whatever its size and nature may be. Moreover, after reading and then (preferably) re-reading this book, almost anyone can become a highly effective demand creator.

As Slywotzky explains, "Demand creators have a hidden advantage. Many of their rivals are `anti-demand' organizations - organized in disconnected silos. Focused on meeting yesterday's demand, and often remarkably immune to the signals that customer behavior is trying to send us...Great demand creators are special, in part, because they understand that the things we buy and the things we actually [begin italics] want [end italics] aren't always the same...[begin italics] Great demand creators eliminate or reduce the hassles that make most [products and services inconvenient, costly, unpleasant, and frustrating [end italics]." With relatively minor modifications, these attributes of demand thinking insofar as marketing and customer relationships are concerned could also be said of recruiting, hiring, and training the talent needed as well as of creating what Ben McConnell and Jackie Huba characterize as "customer evangelists." It is no coincidence that employees of the most highly admired organizations, "the best to work for," are also their evangelists and refer to themselves as such.

Adrian Slywotzky has written a book in which all this is explained so well that the reader is well-prepared to become an effective demand creator. Then, after reading this book, I think that one of the first tasks at hand is to convince one's associates to develop a sense of urgency about knowing whatever is required to help create "what people love before they know they want it." Demand creators cannot do that alone. They build and excite great teams that effectively reach thousands or millions of customers. And by doing so, they seem to have a lot more fun in their business than many of their rivals do. Meanwhile, highly-valued workers do not leave; on the contrary, they are among the primary reasons why other peak performers and high potentials are eager to work with them.

This is truly an innovator's book. If you are looking for bullet point directives or the ABC's of sales, marketing or invention, this book may disappoint. The very nature of its subject prevents such a simplistic "how to" as a method to harvest results. It is very positive in its expression of ideas, providing a very enthusiastic motivation for one who is innovative (that is, for someone who innovates from the truest and fullest sense of the word: one who makes, provides, or implements changes, novelties, or something new). If you just have many great ideas that would make life convenient, and you are looking for a way to get those ideas out there, this book isn't for you.

Although a book like is not my typical read, the title intrigued me. As a Baptist pastor whose perspective is rather of the Reformed/Calvinistic/Puritanical perspective, I was interested in what a secular marketing guru had to say of "meeting a demand" before there is one, in hopes that it might give me some insights into what many churches are trying to do these days by implementing sales and marketing techniques. I read this out of pure research on my part, but had enjoyed the read. I liked it, but wouldn't have put it on my list as a "must have" book were it not for the Amazon Vine program.

I LOVE THIS BOOK! Never in a million years did I think that I'd be so captivated by a Business Book.

But is it a business book?

Who cares!

I was RIVETED by the unique storytelling of the histories of systems that are so integral to our lives - Netflix, Zipcar, Teach for America - as well as those that should be - CareMore, Symphony Concerts, Tetrapak. (I'm desperate to keep a brick of milk in the cabinet so that I never again have a breakfast crisis - for what is coffee and cereal without milk?)

Reading Demand has given me a new perspective on the world around me. I am a more informed and engaged citizen of the world. Thank you, Demand!