Leap! A Revolution in Creative Business Strategy
Author: Bob Schmetterer
List Price: $29.95
Our Price: Click to see the latest and low price
ISBN: 0471229172
Publisher: John Wiley & Sons (03 January, 2003)
Sales Rank: 53,105
Average Customer Rating: 4 out of 5
Customer Reviews
Rating: 2 out of 5
One man's view
The value of this book comes more from the entertaining story-like approach, rather than the business value. This is your book if you are looking for ideas/phrases like: the end of advertising; revolution in creative business strategy; left brain meets right brain; brand and company DNA; we face new times that require new tools.
The lack of research behind it makes this book more a local man's tale and a long opinion, which in turn causes the book to fall into repetitive ad and business jargon clichés. Probably the common mistake of many successful-business-man-turned-author.
My recommendation: approach this book with a great deal of business skepticism, but with a great sprit of enjoying a good story (especially if you are part of the madison ave crowd).
Rating: 2 out of 5
Used as a sales tool ... to his own staff
As a former employee of the EuroRSCG empire, one of the most common things we heard from the top brass was, "hey theres a new book out by bob, go buy out" I swear we got that once a week. I did read the book, found it interesting, and would have given it a better rating if i wasnt sick of the sight, and name of it. Good ideas and the CBI concept would work, if we actually used it, which we never did. Twaddle + (Internal & External) Book Promotion = One Rich Bob S.
Rating: 5 out of 5
There's No Time Like the Future
In working with Management teams charged with business development, our perspective is to always challenge the purpose of an effort or endeavor. No 'work' exists that ignores the business product, clear communication, and an experience. All three components apply to anything we do either working for ourselves or companies as a: consultant, customer service agent, gas station attendant, secretary, CEO, insurance agent, factory worker, and of course, an advertising and marketing agency representative.Bob Schmetterer offers a framework for you to get at Why you do what you do, and How do you do it. This book is an inspiration for taking whatever you are engaged with, turning it on its side, and challenging the very premise of its existence. As I read the book, I have made so many notes that I must be careful not to overwhelm my customers with too many questions, challenges, and ideas.
If you soak-up all the principles awash throughout the book and apply what you learn to your work or experiences you already know, you could walk into the Kroger and redesign the Experience of the produce department, propose a new Brand perspective to AAA insurance, or redefine how your customers 'use you.'
To be inspired, the reading material has to be inspiring. Bob Schmetterer's LEAP will go down in business literature as a fairy tale come to life. Bob, please conscript me into your service!
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Book Index