Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Working Knowledge
Business Research for Business Leaders
  • Browse All Articles
  • Popular Articles
  • Cold Call Podcast
  • Managing the Future of Work Podcast
  • About Us
  • Book
  • Leadership
  • Marketing
  • Finance
  • Management
  • Entrepreneurship
  • All Topics...
  • Topics
    • COVID-19
    • Entrepreneurship
    • Finance
    • Gender
    • Globalization
    • Leadership
    • Management
    • Negotiation
    • Social Enterprise
    • Strategy
  • Sections
    • Book
    • Podcasts
    • HBS Case
    • In Practice
    • Lessons from the Classroom
    • Op-Ed
    • Research & Ideas
    • Research Event
    • Sharpening Your Skills
    • What Do You Think?
    • Working Paper Summaries
  • Browse All
    • Archive

    Leap: A Revolution in Creative Business Strategy

     
    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.
    ǁ
    Campus Map
    Harvard Business School Working Knowledge
    Baker Library | Bloomberg Center
    Soldiers Field
    Boston, MA 02163
    Email: Editor-in-Chief
    →Map & Directions
    →More Contact Information
    • Make a Gift
    • Site Map
    • Jobs
    • Harvard University
    • Trademarks
    • Policies
    • Accessibility
    • Digital Accessibility
    Copyright © President & Fellows of Harvard College