Juicing the Orange

Juicing the Orange

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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.In our work for Lee Jeans, the culture players volunteered to fund the market research needed to crack the business problem; they ... Culture players seem to have a secret manual that tells them what to do when management is paralyzed.

Title:Juicing the Orange
Author:Pat Fallon, Fred Senn
Publisher:Harvard Business Press - 2006


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