Demand creators bridge the huge gap between what people settle for and what they really want, using the six principles for creating what people can't resist and competitors can't copy. Magnetic. Most of what is on the market is good, even very good, yet fails to make an emotional connection with peopLe that gets them to say "I love it." See why thousands of people write letters begging regional supermarket chain Wegmans to come to their home town (page 34}. Hassle Map Why do most products, services, and systems waste your time, energy, and money? See how CareMore has cut the Gordian knot of the health care hassle by serving the most vulnerableùand expensiveùsegment of the population with far better care at tower cost (page 72}. Backstory. How does what you don't see make or break a product? Read the untold story of how Japanese publishers slammed the door on Sony and paved the way for the Kindle, the Nook, and the iPad (page 92}. Trigger.
We are ruled by inertia, skepticism, habit, and indifference until something helps us know what we really want. Find out if it was George Clooney's sex appealù or a completely different switchùthat convinced people they needed a Nespresso . (page 154}. Trajectory. A steep rate of improvement makes current customers happy and gets new ones to join. See how Pret A Manger's quest for the perfect sandwich is changing what the world has for lunch (page 194}. Variation. Why is the myth of the average customer so hard to break? See how the Seattle Opera cultivates the preteen set to create demand twenty years in the future (page 219}.
Book jacket.