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

BOOK REVIEW

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 that there 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 cars with 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 the numbers? 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 find