{"product_id":"juicing-the-orange-pat-fallon-9781591399278","title":"Juicing the Orange: How to Turn Creativity Into a Powerful Business Advantage","description":"Too many companies think creativity means throwing money into marketing efforts and giving lip service to out of the box thinking. But such efforts rarely have a positive impact on the bottom line. Pat Fallon and Fred Senn argue that leaders have more creativity within their organizations than they realize--but they inadvertently stifle it or channel it in ineffective ways. \u003ci\u003eJuicing the Orange\u003c\/i\u003e outlines a disciplined approach to building creativity actively into the organizational culture and leveraging that creativity into campaigns that deliver measurable results. Drawing from 25 years of successful marketing and acclaimed, award-winning work, the authors show that bankable, creative ideas come from zeroing in on the one key business problem that must be solved and then rigorously unearthing insights that will lead to a spectacular solution. Behind-the-scenes stories of successful and failed campaigns for companies in diverse industries reveal the core secrets of training for creativity: develop a proprietary brand emotion, offer big ideas without a big budget, and get customers to seek out your message. Illustrating the link between creativity and profits, \u003ci\u003eJuicing the Orange\u003c\/i\u003e helps industry players measure their success at the cash register.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Pat Fallon, Fred Senn\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 1591399270\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9781591399278\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Harvard Business Review Press\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 08\/01\/2006\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 228\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.23lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.24h x 6.42w x 1.01d\u003cbr\u003e\u003cbr\u003e\u003cb\u003eReview Citation(s): \u003c\/b\u003e\u003cbr\u003e\u003ci\u003eReference and Research Bk News\u003c\/i\u003e 11\/01\/2006 pg. 132\u003cbr\u003e\u003ci\u003eLibrary Journal\u003c\/i\u003e 09\/04\/2006","brand":"Pat Fallon","offers":[{"title":"Hardcover","offer_id":43996351299839,"sku":"9781591399278","price":26.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_391e9613-9649-4f96-a207-5175cf799921.jpg?v=1683341190","url":"https:\/\/www.whiterainbookhouse.com\/products\/juicing-the-orange-pat-fallon-9781591399278","provider":"WR Book House","version":"1.0","type":"link"}