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In Jucing the Orange, How to Turn Creativity Into A Powerful Business Advantage, 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 the message.
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- People:
- Fred Senn
- Pat Fallon
- Places:
- Boston
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