Leap

A Revolution in Creative Business Strategy

by Bob Schmetterer

John Wiley & Sons, Inc., 2003

ISBN: 9780471229179
Pages: 256

Category: Sales & Marketing

In this summary you will learn

• What creative business ideas are
• How companies such as Volvo, Intel and Sony have used creative business ideas
• How you can foster creativity in your organization

Why you should read Leap

Every executive pays lip service to creativity, but truly unusual ideas are tough to find among the button-down set. When it comes to encouraging and developing groundbreaking ideas, most organizations are at a loss. Enter advertising exec Bob Schmetterer and his focus on creative business ideas. These strategies, such as Volvo’s emphasis on safety, set a brand apart from its rivals. How do you get creative? It could be as simple as tearing out your office doors and walls, and hiring a few dyslexics. Schmetterer’s clear, crisp writing style, bold suggestions and liberal use of intriguing corporate case studies make this book a joy to read. getAbstract.com suggests it to any executive whose brand must cut through the clutter.

About the Author

Longtime ad exec Bob Schmetterer is chairman and chief executive of Euro RSCG Worldwide, one of the world’s largest advertising and communications agencies. Its clients include Intel, Peugeot, Air France, MCI, Volvo and Yahoo! Raised in New Jersey, Schmetterer was chief operating officer of Scali McCabe Sloves, chief executive of HCM Worldwide and a founding partner of Messner Vetere Berger McNamee Schmetterer Euro RSCG.

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