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By Adrian Slywotzky, Karl Weber

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Additional info for Demand: Creating What People Love Before They Know They Want It

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And for some reason, something else that seems just as good is met with indifference and dead silence. Demand is an unusual form of energy. It turns many wheels big and small, from economies to markets to organizations to our paychecks, here and around the world. Everything depends on it. Without it growth slows, economies falter, progress stops. Yet do we understand where demand actually comes from? Can it be created, and created repeatedly? We often think that demand comes from pulling the right levers: more marketing, better advertising, more aggressive sales efforts, distributing coupons, offering discounts.

Millions of us have been there. But for Reed Hastings, unlike the rest of us, the embarrassment triggered a question—a question about the mechanics of movie rentals and the hassles they created. It happened later in the day, when Hastings, still annoyed over the forty-dollar late fee, was on his way to the gym. ” And that led to other questions: Could a movie rental business actually work that way—charging a flat membership rate and no late fees? Would the customers ever return the movies without the pressure of a late fee?

More than 40 percent of farmers in Indian regions from Uttar Pradesh in the north to Tamil Nadu in the south now have access to mobile services providing agricultural information. They can receive voice or text messages with customized market data, such as minimum and maximum prices for a particular crop at specified local markets and the volume of the crop arriving that day. Other voice messages offer how-to advice on topics such as weed control for rice paddies and cultivation tips for bananas.

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