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Book review by : Zsuzsanna NEMETH ESC, Marketing Management and Communication (UK) December 2010


Title: Publisher: Date: Subject: Author: ISBN:

Leap! A Revolution in Creative Business Strategy John Wiley & Sons, Inc., Hoboken, New Jersey 2003 Business strategy Bob Schmetterer 0-471-22917-2

Quotes „Most often, business thinking is based only in numbers, research, analysis,and logic. These are comfortable staples of predictability for business-trained minds and corporate decision makers. And for risk avoidance in general. Creativity is for the artists and dreamers, poets and ad people. It is fine to support business decisions with creative advertising, but not to have creativity be core to business thinking and business strategy. This book is going to show you thatthere is another way.” „Understand that passion is the starting point of all great creative ideas. If you are looking to make your mark by creating something new, make sure you are in a field that totally fascinates and captivates you.” „The problem is too many ofus follow the structures,the disciplines that have worked before.We play it safe. Our clients give us new products to sell. New carswith incredible innovations. New drugs that will change our lives and the lives of our loved ones. So why do so many of us take the “new” and drop it into an “old” structure? Let’s do a 30-second TV spot! Let’s do some outdoor! —Israel Garber, Euro RSCG MVBMS, New York „Creative Business Ideas are not always easy. You try convincing a CEO to approach the market in a completely new way. Where are thenumbers? It has never been done before!” —Matt Donovan, Euro RSCG Partnership, Sydney „Greatness never occurs within the context of safety and comfort.” —Don Hogle, Euro RSCG

Main ideas Through lot of case studies Schmetterer shows the key elements of Creative Business Ideas (CBIs). He sees CBIs as essential starting points for any new project. He says, before starting a project we have to finda CBI, which is the key of great business success. He shows the importance of nonlinear thinking and endless creativity. His opinion is, that we have to find new ways to maximize the relationship between consumer and brand. A key idea of this book is also the strong collaboration between agency and client. It is not about briefing the agency anymore, but about working together with the agency andhave a strong partnership. The best creative thinking comes through collaboration, teams can create great projects, not individuals alone. Cases like Volvo, Hallmark, Intel etc. show, how important it is, to be fearless, to think big and to put Creative Business Ideas in focus. Summary Chapter 1 - Tales of a Left-Brain/Right-Brain Thinker Trough real life examples, the author explains theimportance of creative thinking in marketing, most precise in advertising. He believes that effective collaboration between client and agency is essential. His carrier path shows how powerful CBIs (=Creative Business Ideas) are and that we should try to think differently. By respecting ideas and viewpoints of our co-workers and by listening to the client (from agency point of view) and learning from him,we can achieve real business success. Schmetterer explains the difference between left-brain thinker and rightbrain thinker and he points out the relevance of having both right- and left-brain thinker in the company. Left-brain thinking: to crave logic, order and ideas based in reason. Logical, sequential, rational, analytical, objective looks at parts Right-brain thinking: to be attracted to acreative, aesthetic way of

life—to music, art, fashion, design and writing. Random, intuitive, subjective, holistic, synthesizing looks at wholes The main idea of this chapter is that both right- and left-brain thinking are essential for excellent business approach. While mostly left-brain thinking is in focus, if it is about generating profit and making good business, the author is aiming to...