Juicing the Orange: How to Turn Creativity Into a Powerful Business Advantage | Pat Fallon, Fred Senn
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.
Juicing the Orange: How to Turn Creativity Into a Powerful Business Advantage | 
