Understanding 'Future Demand' with James Hurman

The WARC Podcast · Sep 8, 2026 · 39m

Effectiveness expert James Hurman joins to discuss the key ideas in his new book 'Future Demand', why performance marketing is plateauing, how brands really grow, and the nuances of building a dual measurement system. Hosted by WARC's David Tiltman.

Guests:

James Hurman, marketing effectiveness expert and author, 'Future Demand'

David Tiltman, Chief Content Officer, WARC

Chapters:

[00:00] Introduction to James Hurman’s new book 'Future Demand'

[03:21] Solving diminishing returns in performance marketing

[07:07] Explaining 'future vs current demand' with the 95–5 rule and Ehrenberg-Bass…