Name: Juicing the Orange: How to Turn Creativity Into a Powerful Business Advantage
Price: 24.22 EUR
Availability: InStock
Author: Fallon, Pat ; Senn, Fred
ISBN: 9781591399278

portada Juicing the Orange: How to Turn Creativity Into a Powerful Business Advantage

Juicing the Orange: How to Turn Creativity Into a Powerful Business Advantage

Type

Physical Book

Author

Pat Fallon

Fred Senn

Publisher

Harvard Business Review Press

Language

English

Pages

228

Format

Hardcover

Dimensions

23.5 x 16.3 x 2.6 cm

Weight

0.56 kg.

ISBN

1591399270

ISBN13

9781591399278

Synopsis "Juicing the Orange: How to Turn Creativity Into a Powerful Business Advantage"

Too many companies think creativity means throwing money into marketing efforts and giving lip service to out of the box thinking. But such efforts rarely have a positive impact on the bottom line. Pat Fallon and Fred Senn argue that leaders have more creativity within their organizations than they realize--but they inadvertently stifle it or channel it in ineffective ways. Juicing the Orange outlines a disciplined approach to building creativity actively into the organizational culture and leveraging that creativity into campaigns that deliver measurable results. Drawing from 25 years of successful marketing and acclaimed, award-winning work, the authors show that bankable, creative ideas come from zeroing in on the one key business problem that must be solved and then rigorously unearthing insights that will lead to a spectacular solution. Behind-the-scenes stories of successful and failed campaigns for companies in diverse industries reveal the core secrets of training for creativity: develop a proprietary brand emotion, offer big ideas without a big budget, and get customers to seek out your message. Illustrating the link between creativity and profits, Juicing the Orange helps industry players measure their success at the cash register.

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Juicing the Orange: How to Turn Creativity Into a Powerful Business Advantage - Fallon, Pat ; Senn, Fred

Synopsis "Juicing the Orange: How to Turn Creativity Into a Powerful Business Advantage"

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