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Index
Cover
Other Books by This Author
Title Page
Copyright
Dedication
T HE M YSTERY OF D EMAND
1 . M AGNETIC
Zipcar Invents a New Kind of Freedom
From Ho-Hum to Gotta-Have-It: Wegmans Makes Groceries Magnetic
2 . H ASSLE M AP
The Long, Rocky Road to a One-Click World
Better Than a Bonus: Bloomberg Builds a Service Traders Just Won’t Give Up
CareMore Connects the Health Care Dots
3 . B ACKSTORY
It’s What You Don’t See That Counts: Behind the Kindle Screen
Tetra Pak Steps Out from the Backstory
4 . T RIGGER
Netflix and Its Two-Hundred-Year-Old Secret Weapon
Nespresso and the Demand That Almost Wasn’t
5 . T RAJECTORY
Getting Smarter Faster: Teach For America’s Drive to Reshape Educational Demand
The Best Lunch Ever: Pret A Manger and the Quest for the Perfect Sandwich
6 . V ARIATION
Selling the Symphony: It’s Not Just About the Music
The Seattle Opera Grows Its Audience One Member at a Time
Demand Variation, from the Corner Store to Eurostar, the Eighth Wonder of the World
7 . L AUNCH
The Achilles’ Heel of Demand
8 . P ORTFOLIO
“Nobody Knows Anything”
9 . T HE B IGGEST S PARK
Scientific Discovery and the Future of Demand
C ODA: T HE D EMAND C REATORS
S OURCE N OTES
A CKNOWLEDGMENTS
About the Authors
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