{"product_id":"9781611746518","title":"Demand: Creating What People Love Before They Know They Want It","description":"\u003cp\u003eIn 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).\u003c\/p\u003e","brand":"HighBridge Company","offers":[{"title":"Default Title","offer_id":47057645601008,"sku":"9781611746518","price":34.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781611746518_p0.jpg?v=1763842571","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781611746518","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}