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- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of Bob Schmetterer's book: "Leap: A Revolution in Creative Business Strategy".
This complete summary of the ideas from Bob Schmetterer's book "Leap" explains the author's compelling revolutionary idea: instead of hiring an ad agency for your product, use the agency at the beginning of the process to develop a big Creative Business Idea (CBI) around which the company's strategy will be based. The very best CBIs don’t simply communicate what a brand stands for, but define it. This summary includes concrete examples to illustrate the benefits of using the author's strategy and how you can implement it.
Added-value of this summary:
• Save time
• Understand key concepts
• Expand your business knowledge
To learn more, read "Leap" and discover the key to coming up with business ideas that define your brand and speak for themselves.
Das E-Book können Sie in Legimi-Apps oder einer beliebigen App lesen, die das folgende Format unterstützen:
Seitenzahl: 35
Veröffentlichungsjahr: 2014
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Book PresentationLeap by Bob Schmetterer
Book Abstract
About the Author
Important Note About This Ebook
Summary of Leap (Bob Schmetterer)
1. The Creative Business Idea Approach
2. Creativity and Business Strategy
3. The Mechanics of Creative Business Ideas
4. Ten Action Steps
Book PresentationLeap by Bob Schmetterer
Book Abstract
MAIN IDEA
Traditionally, business leaders develop a business strategy and then hire an ad agency to come up with some creative advertising that aligns with that strategy. That’s fine, but it’s effectively “putting the cart before the horse”. A much better approach is for a company to use its ad agency to develop a big Creative Business Idea (CBI) around which the company’s strategy will be based.
Some of the most successful companies in history have ended up transforming their entire industries on the strength of a good CBI developed collaboratively. In so doing, they have actually succeeded in leaping ahead of their competition rather than trying to compete with them on even terms. The very best CBIs don’t simply communicate what a brand stands for, but define it.
Due to the fact a CBI will be a blend of left-brain (or creative) and right-brain (logical) thinking, the business strategies which flow from a CBI will invariably be creative, fresh and exciting. They will convey genuine passion to the consumer far better than any ad hoc advertising program could ever have accomplished. With any luck, the right CBI may also go further. It might empower a company to transform its business or perhaps even its industry.
“Today’s world is not lacking in people really good at developing business strategy. There are plen ty of smart people out there – solid strategic thinkers, even brilliant ones, with smart mechanisms for evolving business. But the difference between great strategic thinking and great creative thinking is linearity. In the business world, we define a good business strategy as one that is scientific, consultative, analytical, quantifiable and measurable – the more measurable the better. And the way we develop those business strategies is through a very linear and logical process. A leads to B leads to C. What is lacking in the process is the ‘leap’: the creative idea that enables you to start at point A, move to B, and then leap all the way to M...or maybe even Q. The leap puts you in a place you might otherwise never have reached. It is all about using creative thought to build a business strategy in ways that never would have occurred to you if you had followed a linear thought process. In the advertising industry, the road to brilliance traditionally passed through a room in which a handful of creative people brain stormed until they came up with a ‘great’ campaign. That path may have worked in the early days of advertising, when products did not have to fight for shelf space – or our attention – but now agencies must come up with ideas that go beyond advertising to add value to the client’s business. That’s what wecall Creative Business Ideas.”
– Bob Schmetterer
About the Author
BOB SCHMETTERER is chairman and CEO of Euro RSCG Worldwide, the fifth largest marketing communications company in the world. He was among the first advertising professionals to look at the impact of the Internet on advertising practices. His clients include Intel, Peugeot, Air France, Orange, Abbey National, MCI, Danone Group, Reckitt Benckiser, Volvo and Yahoo! Mr. Schmetterer sits on the board of directors and advisory boards of several media organizations.
The Web site for this book is atwww.leapthebook.com.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of Leap (Bob Schmetterer)
1. The Creative Business Idea Approach
