DEMAND Creating What People Love Before They Know They Want It

Respected management guru Slywotzky and business writer Weber present dozens of entertaining case studies of creative and profitable firms that have made goods and services emotionally “magnetic” to their customers. The companies discussed include Amazon (Kindle), Netflix, Eurostar (trains), and the Seattle Opera. Dave Courvoisier’s narration is direct but generic sounding. But those who enjoy straightforward audio presentations with precise diction will appreciate Courvoisier’s delivery of the authors’ detailed, thoroughly researched explanations of how these companies transformed products from brilliant concepts to compelling realties that consumers come to believe are essential. To sum it up: A consumer’s problem—whether perceived or not—can lead to a highly profitable business. W.A.G. © AudioFile 2012, Portland, Maine [Published: APRIL 2012]