Sales Tips: How to Turn Creativity into Cash

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. On July 18, Harvard Businness School Press, Boston, released a new publication by Pat Fallon and Fred Senn outlining a disciplined approach to building creativity actively into the organizational culture, and leveraging that creativity into campaigns that deliver measurable results.