Skip to main content
Future D.001
Resources

Future Demand

Why building your brand among tomorrow’s customers matters

Reframing demand for growth

Future Demand by James Hurman reframes long-term brand building as distinct from short-term sales activation, and highlights why both are critical to sustainable growth.

 

The book explains the difference between harvesting current demand and creating future demand, helping leaders think differently about how marketing drives business over time.

Core ideas from Future Demand

The book introduces readers to a clear distinction between short-term conversion activity and building future demand, with examples and practical framing for business decision-makers.

Harvesting existing demand vs creating future demand

James Hurman distinguishes between advertising designed to convert customers already in the market and activity that builds broader future awareness and preference.

Why future demand matters

Will current demand eventually run out? The book argues that without creating future demand, growth stalls and becomes harder and more expensive.

 

Who it’s for

Written with founders, leaders and marketers in mind, Future Demand is aimed at those responsible for shaping long-term brand strategy.

 

Buy Future Demand

Future Demand is available from Previously Unavailable. The book provides a practical framework for understanding how marketing investments today influence future growth opportunities.

Buy the book
Future Demand - 1