Fred Senn

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. 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

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