Publisher description for Leap : a revolution in creative business strategy / Bob Schmetterer.

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Counter "The only sustainable form of business leadership is thought leadership-generating more great ideas faster than the competition. Bob Schmetterer, one of the truly creative minds in advertising, teaches leaders in every industry how to win big by thinking different. So make the leap . . . Read and learn from this genuinely important book." -William C. Taylor, Founding Editor, Fast Company "So what happens to advertising (and advertising agencies) when mass media totally falls apart? Here, in the middle of a smart ad man's autobiography, may lie the answer: Smart companies will use brilliant ad agencies to reinvent their products and the way they work. Big ideas still matter!" -Seth Godin, author, Survival Is Not Enough and Permission Marketing "This book contains great insight, great integrity, and clarity about the important part that values linked to understanding play in creative work. A very impressive work that is both inspiring and useful in today's competitive world." -Edwin Schlossberg, Designer, ESI Design "True business creativity is powerful and inspiring . . . and Bob's passion for it makes you want to be a part of it. Leap is a journey from Intel to Guggenheim's vision, passing from a ‘branded' Argentinian bridge on the way to Perdue's chicken-making history . . . All four are creative business ideas made of both vision and actions, and Bob captures their essence masterfully." -Elio Leoni Sceti, EVP, Category Development, Reckitt Benckiser "Bob Schmetterer has always been an innovator in our business, and this book offers proof of why that is the case. His ‘Creative Business Ideas' concept represents out-of- the-box thinking at its best. Anyone interested in the future of marketing communications and the critical role of creativity should read it." -O. Burtch Drake, President and CEO, American Association of Advertising Agencies "A key management challenge is how to enable an organization to grow, see new opportunities, and lead the market. Bob Schmetterer answers this important question and shares his insights in this highly readable book. I recommend it to all senior executives who are concerned with creativity and business growth." -Peter Lorange, President, International Institute for Management Development "Information to share and lessons to learn from a great mind. Leap makes fascinating reading. No wonder Bob Schmetterer was instrumental in launching our Revolvolution. The man is creativity embodied." -Hans-Olov Olsson, President and CEO, Volvo Car Corporation

Library of Congress subject headings for this publication: Marketing Planning, Advertising Planning, Strategic planning, Business planning, Industrial management