About the book: 2013 / Adrian Slivotsky's book is about the art of creating demand that can change the whole world. The famous thinker examines in detail striking examples from business in recent years - Netflix, the boom in e-books, Amazon. This book is about the problems of consumers, about the search by demand creators for those mechanisms that will force the consumer to buy; about companies that achieved success, but stopped paying attention to changing market conditions, and therefore fell into a trap. You will also find detailed answers to the questions: “How does demand arise?”, “Why?”, “How to ensure demand arises.”?».