Lunchbox Session: Future Demand by James Hurman (Book Discussion)
Join us for our November Lunchbox Session on Thursday 19 November at 12noon.
For our November lunchbox session, we’re trialling something a little different: a book discussion.
The book: Future Demand by James Hurman.
Most advertising is measured on how well it converts the small group of customers ready to buy today. But growth doesn’t come from chasing what’s visible. It comes from building demand among the far larger group who aren’t in-market yet.
In Future Demand, James Hurman distils decades of effectiveness research into a practical framework for turning advertising into compounding commercial advantage.
A number of us have read it and found it a genuinely useful take on why building future demand matters as much as capturing the demand that already exists, and how to go about it. However, many of the case studies and examples given in the book can be hard to relate to for many Kiwi tech businesses. What James calls ‘small budget’ is something most of us can only dream of…
So we’re getting together to talk about the book and how it relates to us Kiwi tech marketers in more detail.
You don’t need to have read the book to come along. Whether you’ve read it and want to dig in, or you’re curious and want to hear what’s in it, there’ll be plenty to take away.
As always: No agenda, no slides, no presenter. Just an open conversation about what we took from the book and how it holds up in practice.
We’ll talk about:
- The core ideas in the book, and what stood out to each of us
- How the B2C examples translate to B2B, and where they don’t
- What changes in smaller NZ markets with longer, relationship-led sales cycles
- What we’d actually do differently in our own roles as a result
- And much more
