Demand: Creating What People Love Before They Know They Want It

While one company's product or service creates a worldwide buzz, another seemingly comparable offering is met with total indifference. Why? Is it a matter of simply more marketing, better advertising and more aggresive selling, or are there other, less visible forces at work? Demand creators successfully bridge the huge gap between what people settle for and what they really want, by understanding the principles of creating what people can't resist and competitors can't copy.