Juicing the Orange - How to Turn Creativity into a Powerful Business Advantage

Fallon, Pat and Fred Senn

ISBN 10: 1591399270 / ISBN 13: 9781591399278

Published by First edition, published by Harvard Business School Press, Boston, Massachusetts, 2006., 2006

About this Item

Very good with near fine dust jacket. Some yellow highlighting on pages 4 to 15. Red underlining on page 38. Blue underlining or margin notes and marks on pages 125, 139, 140, 162, 197 and 199. 228 pages with illustrations. Seller Inventory # 16963

Bibliographic Details

Title: Juicing the Orange - How to Turn Creativity ...

Publisher: First edition, published by Harvard Business School Press, Boston, Massachusetts, 2006.

Publication Date: 2006

Binding: Hardcover

Condition: Very Good

Dust Jacket Condition: Near Fine

Edition: 1st Edition

About this title

Synopsis:

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.

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.