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

I wouldn't recommend it if you're looking for the writer to lead you to (and develop) insights. But if you're looking for a well-written and very detailed synopsis of how several well-known businesses succeeded, then it's right up your alley.

This was not read by the author, which is almost always less fulfilling of a 'listen'.

This would make a great series of books, but the title is rather misleading and inaccurate. They author makes almost no logical connection between "creating demand" and the successes of the several businesses they refer to. The connection of "demand" and their successes is completely implied, and the book is really like several thesis papers melded together to for a book on what several companies did right to succeed. While this is useful, interesting and even entertaining, there are very few insights available in this book and all of them have to be self-drawn since the author is really just retelling stories and doesn't make an attempt to develop an argument or "statement."

Terrific recap of what it takes to drive demand, updated for the 21st century. While there is nothing really new here, the authors provide solid examples of how to increase the probability of success. Importantly, their stories involve businesses that sell both services and products.