Creating demand involves solving a puzzle that is a quirky combination of anthropotogy,psychology, technology, design, economics, infrastructure, and many other factors. Brilliant demand creators map the everyday hasstes that make life painful inconvenient, wasteful and even dangerous. Then they fix those hassles by devetoping products that people can'tresist and competitors have a very hard time replicating--magnetic products and services that outsell what is "good" or "very good" by five to one, or even ten to one.

THE MYSTERY OF DEMAND

1.MAGNETIC

2.HASSLE MAP

3.BACKSTORY

4.TRIGGER

5.TRAIE CTORY

6.VARIATION

7.LAUNCH

8.PORTFOLIO

9.THE BIGGEST SPARK

CODA: THE DEMAND CREATORS

SOURCE NOTES

ACKNOWLEDGMENTS

INDEX