Creativity hits the bottom line.
5/5/2003
When you design business strategy, how much insight can be gained from the field of advertising? Think about it, writes Bob Schmetterer, chairman and CEO of Euro RSCG Worldwide, an advertising and communications agency, and the author of this engaging book. Many people focus on the bottom line when they craft strategy and that's fine, but the creative leaps that are a common tool in advertising may help you kickstart some great ideas. The book offers lots of well-known examples of companies that embraced creativity in strategy—Intel, MTV, Orange, Guinness, even Crayola Crayons. "As is the starting point with all great creative business ideas, every assumption was questioned—and in this case, overturned," Schmetterer writes of the Guggenheim Museum's self-reinvention during the last decade. Leap will help you question assumptions about your own organization's path.