In his new book “Demand: Creating What People Love Before They KnowThey Want It”, Adrian Slywotzky offers a crucially new approach to analyze demand supported by practical illustrations. It will be interesting not only for business community but also for public activists, authorities representatives, non-profit organizations directors, and other future innovators.

Demand is one of the few economic terms everyone knows about. Demand generates offer. Whenever demand is growing, the growth takes place, new jobs are created, economy booms, and society flourishes. This is how it all looks in theory. It all sounds pretty simple, however, in fact, hardly anyone realizes the nature of demand. Nor do business owners, top managers and politicians who are trying to foster demand and satisfy it. “Demand: Creating What PeopleLove Before They Know They Want It” is a book seeking for answers to the questions on where demand is generated and how we can control it.