leap a revolution in creative business strategy phần 1 doc

[...]... my awareness, from a very early age, that I had both left-brain and right-brain interests Part of me was attracted to a creative, aesthetic way of life—to music and art and fashion and design and writing And another, seemingly equal part craved logic and order and ideas based in reason After a very early first marriage, I had less time to ponder anything And when I became a father, at age 20, I really... Sloves and began a journey into the “real” world of advertising It was a wonderful, 9 10 TALES OF A L EFT-B RAIN /R IGHT-B RAIN T HINKER eye-opening experience Another inflection point The realization that the world of creativity is really that—and that what was happening in London and Paris and Brazil was a whole lot more exciting than what was happening in New York It was exciting to work with international... brand and was not the same old boringly safe Volvo? Not an ad campaign Instead, a “Revolvolution” in its business and marketing strategy Until Frank Perdue came along, the chicken business was a commodity business Now it’s a branded business His A South American confectioner was watching sales drop So it launched an ongoing contest that gave children the opportunity to create their own business ideas... extremely talented associates It was a wonderful time to be in advertising The 19 60s and 19 70s saw a creative revolution in our business, a shift from the largescale, quantitatively driven decision-making agencies to advertising that was more human, more real, with more humor A small number of agencies at the forefront—Doyle Dane Bernbach, Lois Holland Callaway, Papert Koenig Lois, Jack Tinker & Partners in. .. product Knew everything about it Was buoyed by the support of others, but would have tried to make it happen anyway 3 4 TALES OF A L EFT-B RAIN /R IGHT-B RAIN T HINKER BEFORE YOU LEAP: 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 Remember,... leads to trust And trust, as we shall soon see, is the first and most necessary building block of creative collaboration and creative thinking After taking a course in marketing, I did what I could never have imagined doing a few years before I signed up for an MBA in it A child of the ’60s turns But a Young Turk (as they used to call us) with the beginning of a reputation for creative thinking going... Both have to pull equally and together Then, magic happens 7 8 TALES OF A L EFT-B RAIN /R IGHT-B RAIN T HINKER A CREATIVE REVOLUTION For 13 years at Scali, from 19 71 to 19 84, I worked with a legion of brilliant colleagues and a stream of great clients: Castrol, Conair, Continental Airlines, Data General, Maxell, Nikon, Olivetti, Perdue, Pioneer, Playboy, Sharp, Singer, Sperry Corporation, Texas Air,... business of selling parts to car dealers, or was I in the business of discovering what car owners wanted and, whatever it was, E UREKA ! A N E ARLY CBI getting it for them? If this were a business school case study, the question would be, “Am I in marketing or manufacturing?” I WARNED YOU Back in 19 65, I was simply in the enthusiasm business I had an idea I really liked, and I wanted to see if it... an open mind, and an insatiable appetite for knowledge And, on a regular basis, it delivers the thrill of discovery It is about taking research, instinct, and originality and watching them come together with such force that the room practically vibrates It is about hoping to get from A to B and leaping miles ahead, to M If you are up for that kind of challenge, engagement, and achievement, you are... estate developer wanted an ad campaign to promote a new project Creative thinkers at an ad agency thought it would be a better creative business idea to build a bridge with the millions budgeted for advertising Not a figurative bridge a literal one Imagine the reaction ● Volvo had built its automobile business on a single idea: safety How to announce to the world that the carmaker had added new values . and over again: What business was I in? Specifically, was I in the business of selling parts to car dealers, or was I in the business of discovering what car owners wanted and, whatever it was, 2 TALES. 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. America 10 9876543 21 For Stacy INTRODUCTION Why Leap? ix CHAPTER 1 Tales of a Left-Brain/Right-Brain Thinker 1 CHAPTER 2 Creative Business Ideas 15 CHAPTER 3 Creativity at the Top 33 CHAPTER 4 The Creative