Demand

Creating demand involves solving a puzzle that is a quirky combination of anthropology, psychology, technology, design, economics, infrastructure, and many other factors. Demand creators focus first and foremost on the behavior of people, understanding that we're all ruled by inertia, skepticism, habit, and indifference. Finding creative ways to overcome these roadblocks is all part of the fun and challenge of the great game of seeing and then bridging the gap between what people settle for and what the really want. --Derived from jacket.