Win tomorrows customers, not just todays.

Every marketing budget is a trade-off: invest in quick wins today, or growth tomorrow.

Future Demand makes the evidence-based case for getting the balance right, and shows exactly how the world's most effective brands do it.

Authored by James Hurman, co-founder of Tracksuit and the marketing effectiveness expert behind the Cannes Lions Master of Advertising Effectiveness.

Available as an eBook, audiobook, in bundles, or paired with the Pocket Advisor, an AI tool that turns the book's research into board-ready presentations and white papers.

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Praise for Future Demand

"The book every marketer should read"

Fernando Machado

Former CMO, Burger King & Activision Blizzard

"I will be revisiting Hurmans’ words regularly and sharing them widely."

Laura Jones

CMO of Instacart. Member Board of Directors for Match Group & Unicef USA.

"The wake-up call that marketing needs"

Dr Marcus Collins

Clinical Marketing Professor, University of Michigan & Author of For the Culture

The performance trap is real.

75% of US marketers are now experiencing diminishing returns on their performance marketing spend.

Dashboards look great. Growth has flatlined. Acquisition costs keep climbing. And the playbook that has worked in the past is delivering less every quarter.

Future Demand explains why, and what the most successful brands in the world are doing differently.

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Most of your market isn't buying today.

In any market, only 5-25% of buyers are ready to purchase right now.

The rest are your future customers. And many companies aren't marketing to them at all.

Future Demand gives you the empirical evidence and playbook to capture your brand's future buyers.

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Spending more on marketing and growing less?

We wrote this for you.

Your performance metrics used to look great but growth has stalled.
You're spending more to acquire the same customers.
You know something needs to change but you can't prove it to your CFO.

Let's fix that: get the Book now

More Demand

Two ways to take the thinking even further. An AI app that answers your questions, and a community of marketers going deeper.

Pocket Advisor App

Future Demand Pocket Advisor is an AI app that lets you ask the book any question about marketing and advertising effectiveness, and get high-quality answers based on the content of the book. The answers come with charts from the book, and you can create mini-white-paper PDFs and editable PowerPoint slide decks from the answers.

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Future Demand Community

On the Future Demand Community platform you can engage in discussion, debate and learning about marketing and advertising effectiveness. Start discussions, read and write articles, tag and message with other members, and check out a feed of recent marketing science news and pods James thinks are interesting.

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Authored by James Hurman

James Hurman is a marketing effectiveness researcher, entrepreneur, and author.

He is co-founder of Tracksuit, a brand-tracking platform used across the US, UK, and Australasia to measure brand growth over time.

James has led major effectiveness studies with organisations including WARC, Cannes Lions, and the LinkedIn B2B Institute, focusing on how advertising strategy drives long-term commercial performance.

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Frequently asked questions

No. This is an entirely new book: fully rewritten, with new research, new frameworks and new case studies. It shares the name because it's the definitive expression of the idea, but it's not a reprint or a new edition of the earlier work, which is no longer available. If you read the original years ago, this is a completely fresh read.

The complete book in both online readable PDF and EPUB which you can send to your eReader. As soon as you order, you'll get instant access to your own logged-in library, and we'll email you your login details so you can read it on any device, any time.

Yes. The EPUB file works with Kindle and all major eReaders, as well as your phone, tablet or computer. Read it wherever you like.

Instantly. The moment your order goes through, you'll have access to a logged-in area where your book is ready to read and download, and we'll send your login details to your email so you can get back in any time. We've made it as easy as possible.

Yes. The audiobook is available here. You can buy it on its own or as part of the Digital + Audiobook Bundle, or the Complete Collection which also includes the Pocket Advisor app.

Absolutely, this is an idea made to be shared across a marketing team and the people they work with. We offer 10-packs and 20-packs of the Ebook in our Bulk Orders section, and if you need a different quantity, just email us at hello@futuredemand.com and we'll sort it out.

The print edition arrives in mid-August. There's no print pre-order or bundle at this stage so if you'd like to start reading now, the eBook is the way to go.

We want you to love the book. If you read it and it's not for you, get in touch and we'll happily refund you. No fuss.

Marketers, business leaders, founders, agency teams, and anyone who's ever had to justify brand investment or who wants to really understand how brand works. If you care about building brands that grow, and proving it works, this book is for you.