Leap - A Revolution in Creative Business Strategy

Schmetterer’s “Creative Business Strategies” are essentially the application of creative thought to an entire business, not just separate elements such as product development, executions or media planning.  It’s a simple concept, and when Schmetterer’s enthusiastic and chatty writing style is combined with relatively fresh content and interesting case studies, it certainly does inspire the reader to think outside the square. 

Credit must also be given to Schmetterer’s acknowledgement such strategies can be difficult to fully implement, and in doing so, he provides good pointers on selling his ideas internally, the need for great client-agency cooperation, and the value of in-depth market and brand research. The only drawback is that Schmetterer makes such an easy-to-read, enjoyable book, that I was left with more warm fuzzies than hard facts – luckily, re-reading it won’t be too onerous.

Jonathan Dodd