In Demand, Adrian Slywotzky provides a radically new way to think about demand, with a big idea and a host of practical applications-not just for people in business but also for social activists, government leaders, non-profit managers, and other would-be innovators. To succeed in their various missions, all these groups need to master such ground-breaking concepts as the hassle map (and the secrets of fixing it); the curse of the incomplete product (and how to avoid it); why #8220;very good#8221; does not equal #8220;magnetic#8221;; how what you don#8217;t see can make or break a product; the art of transforming fence sitters into customers; why there#8217;s no such thing as an average customer; and why real demand comes from a 45-degree angle of improvement (rather than the five degrees most organizations manage).

Adrian Slywotzky and David Morrison are back with another brilliant and practical book dealing with the big issues that keep the managers of every company awake at night: How do I keep my company from being “Amazoned,” and how do I “anticipate my competitors, launch a preemptive digital strike, and completely change the landscape of my industry?”

The insights in How Digital is Your Business? are penetrating and practical.  The examples of digital businesses run the gamut: from the most basic of commodities (Cemex, the leader in the cement industry) to financial services (Schwab), to the highest of high tech (Cisco).  The answer to the question “How digital is your business?” will vary with every company, but it must be answered.  Slywotzky and Morrison provide the ideas, tools, and examples everyone in business needs.