With Demand, Slywotzky shows how to get your arms around what many see as an intractable problem. And like every good problem-solver, he provides frameworks for thinking, illustrated through warm personal stories that get you into the personalities of some spectacular – yet unsung – demand generation heroes.

Ralph Oliva, Executive Director of the Institute for the Study of Business Markets, and Professor of Marketing in the Smeal College of Business at Penn State University

Adrian Slywotzky's charming and enlightening stories of market creation will inform and inspire innovators everywhere. Demand is the book you didn't know you needed until you read it, love it, and find that you can't succeed without it.

Rosabeth Moss Kanter, Harvard Business School professor, Author of Confidence and SuperCorp: How Vanguard Companies Create innovation, Profits, Growth, and Social Good

Slywotzky presents dozens of enjoyably detailed case studies. He includes some of the usual examples (Zipcar, Amazon's Kindle) as well as some surprising ones (Eurostar trains, the Seattle Opera).

Leigh Buchanan, Inc. magazine,
October 2011 issue