Summary of Leap

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Rating

8 Overall

8 Applicability

6 Innovation

10 Style

Recommendation

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.

In this summary, you will learn

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

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.

 

Summary

Competitive Combo: Business and Creativity
When you think of brands that have established long-lasting links with the consuming public, a few names invariably come to mind. Volvo, for instance, is synonymous with safety and reliability. Sony’s Walkman helped solidify the company as a ...

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