Juicing the Orange: How to Turn Creativity into a Powerful Competitive Advantage
Editorial Reviews
Book Description
A Disciplined Approach to Unleashing Corporate Creativity
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 actively building creativity into the organizational culture, and leveraging that creativity into campaigns that deliver measurable results.
Drawing from twenty-five 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.
About the Author
Pat Fallon is the cofounder and Chairman of Fallon Worldwide, a subsidiary of the French-based Publicis Groupe S.A., one of the world's largest advertising and media conglomerates. Fred Senn is a cofounder and Partner with Fallon.
Juicing the Orange: How to Turn Creativity into a Powerful Competitive Advantage,Pat Fallon,Fred Senn,Harvard Business School Press,1591399270,Business & Economics,Business / Economics / Finance,Business/Economics,Creative Ability,Creative ability in business,Creativity,Marketing,Marketing - General,Product management
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