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Customer Review

6 of 6 people found the following review helpful
5.0 out of 5 stars A worthwhile read, October 16, 2011
This review is from: Demand: Creating What People Love Before They Know They Want It (Hardcover)
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A few reviewers have criticized this book for not being practical - that while it gives many examples of successful organizations and how they managed to create demand for their products, it does not provide a roadmap for people on how to do it themselves. Well now, that's the million (or billion) dollar question now, isn't it? And if there was such an answer, everyone would be doing it. This book is not for people who are looking for that roadmap, a list of numbered steps to follow.

The author does present key points. He does this within a lot of examples of successful companies. I enjoyed reading these examples and there was plenty of food for thought on which to chew (so to speak). What this book seems to be designed to do is to get the reader thinking about his or her own situation and what factors are relevant to creating demand - creating what people love. Now perhaps the full title is a bit misleading because it says "creating what people love before they know they want it." I don't think that is entirely true.. we've all had our wishes. I think it is better stated, "how to make people realize what you have is what they want." One of the things mentioned in the book is the "Hassle Map." People don't want to be hassled. They don't want to have to put up with a bunch of inconveniences to get what they want - the key is to make them recognize your product offers the solution for them. They already want it, but they don't always see that you offer it; the key is to make them see.

This is a book to read leisurely, and digest the various points that are brought up within the company examples that are presented. It's not a textbook that sets forth a list of steps to memorize or follow, but rather a text that is there for the reader to apply to his or her particular situation and see what fits, and to get ideas from. Personally I like the idea of illustrating points with real-life examples and to me that is really the most practical way to teach a subject like this, instead of saying if A do B, or follow steps 1,2 and 3.

If the title interests you, I would recommend that you read the book.
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