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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, governments leaders, non-profit managers, and other would-be innovators.

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One of the business worlds most innovative thinkers explains how to take a unique, counterintuitive approach to the key issue for every business--growth--by turning big threats into big opportunities.

A core business title as useful for CEOs and middle managers as for the pastor of a church wondering how best to build a congregation and the head of the local symphony looking to diversify and build an audience.