The article explores strategies to mobilize tangible and intangible assets and capabilities to serve the higher-order needs of consumers. Through demand innovation companies can generate large-scale and long-term growth. The experiences of Kraft Foods Inc., Procter & Gamble Co. and Netflix Inc. show that doing so can be extremely rewarding. In making the shift, many established businesses face significant organizational barriers. When the core business is large and stable, even companies that understand their consumers' needs are prone to rejecting ventures that require the development of new business designs. The first step to success with new demand-generation moves lies with the individual executive, who must acknowledge that limutes of traditional product-centric growth. Companies that make the shift will be well positioned to create meaningful new value for customers and revenue and earnings growth for investors.