Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage

Synopsis of Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage

«Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage» is the business essay by Pat Fallon and Fred Senn.

Pat Fallon and Fred Senn argue that many companies waste their creativity and propose integrating it into the organizational culture to achieve campaigns with measurable results; with 25 years of experience, they show how to identify the key business problem and find ideas that lead to an outstanding solution, with real cases.

Published by Harvard Business Review Press in hardcover, with 228 pages in English. Illustrated edition published in 2006.

For marketing, advertising and business management professionals interested in creativity as a lever for results.