In DEMAND: Giving People What They Love Before They Know They Want It ( Crown Business; October ), Adrian Slywotzky, named by Industry Week one . Adrian Slywotzky is an expert in profitability, evident in such books as The Profit Zone and Profit Patterns. His new book, Demand: Creating. Demand is created in the gaps between what we really want and the goods and and simply more fun,” writes Adrian Slywotzky in Demand.

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Despite the unsteady economy, some businesses are thriving—more than that, they are creating demand for their products now, and in the future.

These demand creators b seem to know what people want even before they do themselves. Demand is the driving force that builds economies, produces wealth, creates fast-growing industries and jobs, and makes the world a better place. Yet demand is often thought about in narrow terms: Brilliant demand creators map the everyday hassles that make life painful, inconvenient, wasteful, or even dangerous.

These ground-breaking concepts include: Although Wegmans has been in the retail grocery business sinceit seems always on the cutting edge of demand creation. It won national attention for experiments like the first refrigerated display windows, a three-hundred-seat in-store cafeteria, and the pioneering use of water vapor sprays to keep counters full of produce fresh.

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

Today, the unique magnetic appeal may seem obvious to anyone who has visited a Wegmans store—so much so that the chain has received more than seven thousand letters from customers in regions where no Wegmans store exists, most of them begging the company to come to town. CareMore—the best American health care story nobody knows about—has cut the Gordian Knot of the health care hassle map by providing the most vulnerable and expensive segment of the population, the frail elderly, with far better care at far lower cost.

It designed its business around understanding how to keep patients healthy rather than treating them after they get sick. People who hear about it for the first time always ask the same questions: They constantly focus on demand variation, asking themselves how customers differ from one another and how they can respond to those differences.

Take the Seattle Opera: The lessons of DEMAND reveal opportunities for the creation of new demand—not just for people in business but also for social activists, governments leaders, non-profit managers, and other would-be innovators.

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Slywotzky is a partner of Oliver Wyman, a leading global management consulting firm. Sincehe has consulted to Fortune companies from a broad cross-section of dwmand, working extensively at the CEO and senior executive level for major corporations on issues related to new business development and creating new areas of value growth.

Demand: Creating What People Love Before They Know They Want It by Adrian J. Slywotzky

He is a regular contributor to FastCompany. Karl Weber is a writer specializing in business, politics, and social issues.

Slywotzky with Karl Weber. Dennelle Catlett, dcatlett randomhouse. Slywotzky with Karl Weber ———— Despite the unsteady economy, some businesses are thriving—more than that, they are creating demand for their products now, and in the future.

All have their place, but put the cart before the horse. Slywotzky with Karl Weber On-sale: