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Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage

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Too many companies think creativity means throwing money into marketing efforts and giving lip service to "out of the box" thinking. But such efforts rarely have a positive impact on the bottom line. Pat Fallon and Fred Senn argue that leaders have more creativity within their organizations than they realize—but they inadvertently stifle it or channel it in ineffective way Too many companies think creativity means throwing money into marketing efforts and giving lip service to "out of the box" thinking. But such efforts rarely have a positive impact on the bottom line. Pat Fallon and Fred Senn argue that leaders have more creativity within their organizations than they realize—but they inadvertently stifle it or channel it in ineffective ways. Juicing the Orange outlines a disciplined approach to building creativity actively into the organizational culture and leveraging that creativity into campaigns that deliver measurable results. 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. Behind-the-scenes stories of successful and failed campaigns for companies in diverse industries reveal the core secrets of training for creativity: develop a proprietary brand emotion, offer big ideas without a big budget, and get customers to seek out your message. Illustrating the link between creativity and profits, Juicing the Orange helps industry players measure their success at the cash register.


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Too many companies think creativity means throwing money into marketing efforts and giving lip service to "out of the box" thinking. But such efforts rarely have a positive impact on the bottom line. Pat Fallon and Fred Senn argue that leaders have more creativity within their organizations than they realize—but they inadvertently stifle it or channel it in ineffective way Too many companies think creativity means throwing money into marketing efforts and giving lip service to "out of the box" thinking. But such efforts rarely have a positive impact on the bottom line. Pat Fallon and Fred Senn argue that leaders have more creativity within their organizations than they realize—but they inadvertently stifle it or channel it in ineffective ways. Juicing the Orange outlines a disciplined approach to building creativity actively into the organizational culture and leveraging that creativity into campaigns that deliver measurable results. 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. Behind-the-scenes stories of successful and failed campaigns for companies in diverse industries reveal the core secrets of training for creativity: develop a proprietary brand emotion, offer big ideas without a big budget, and get customers to seek out your message. Illustrating the link between creativity and profits, Juicing the Orange helps industry players measure their success at the cash register.

30 review for Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage

  1. 4 out of 5

    Cheryl

    Just a couple of thoughts. As a marketing company, don't you have some copywriters on staff that could proof read your book? There were lots of grammar and spelling mistakes throughout this book. For a book on creativity, this cover makes me sad. Why can't I peel that sticker off? Why isn't there a scratch and sniff sticker underneath it? Now to the substance of the book. Great concept, but does it really work? I don't think you can teach creativity. I think you can teach technics of how to relea Just a couple of thoughts. As a marketing company, don't you have some copywriters on staff that could proof read your book? There were lots of grammar and spelling mistakes throughout this book. For a book on creativity, this cover makes me sad. Why can't I peel that sticker off? Why isn't there a scratch and sniff sticker underneath it? Now to the substance of the book. Great concept, but does it really work? I don't think you can teach creativity. I think you can teach technics of how to release or use the creativity that you have, but I don't think you can teach someone to be creative. And I don't think there were any actual technics stated in this book that would help you use your creativity. It seemed more of an ego stroke to me. "Look at this amazing work we have created." etc. However I was surprised at how many of their campaigns and ads I actually remembered, in fact my favorite ad of all time "Cat Herders" was one of their firms creations.

  2. 5 out of 5

    Anna

    Reads like a manifesto written very explicitly for Fallon's 25th anniversary. There are some good insight into creating great creative campaigns coupled with great strategy (start with research and assume nothing), and serving the client, and that's ultimately what I'll take away from it but it's a bit too "look at the great things we did and how awesome we are" to really enjoy. Reads like a manifesto written very explicitly for Fallon's 25th anniversary. There are some good insight into creating great creative campaigns coupled with great strategy (start with research and assume nothing), and serving the client, and that's ultimately what I'll take away from it but it's a bit too "look at the great things we did and how awesome we are" to really enjoy.

  3. 4 out of 5

    Dan Nazaruk

    Juicing the Orange provides a few useful takeaways and an abundance of captivating and fun anecdotes, but falls short of being truly revolutionary. It's a decent start for someone just beginning their business and marketing education, but more knowledgeable readers may find this to lack substance. Juicing the Orange provides a few useful takeaways and an abundance of captivating and fun anecdotes, but falls short of being truly revolutionary. It's a decent start for someone just beginning their business and marketing education, but more knowledgeable readers may find this to lack substance.

  4. 5 out of 5

    Kiaran Stewart

    It is a bit like the author is 'giving himself a pat on the back' at times, but the lessons you get from the book are really great. The examples are clear cuts of creativity, and after reading the book, I feel like I am looking for more moments of creative leverage everywhere. Great easy read. It is a bit like the author is 'giving himself a pat on the back' at times, but the lessons you get from the book are really great. The examples are clear cuts of creativity, and after reading the book, I feel like I am looking for more moments of creative leverage everywhere. Great easy read.

  5. 5 out of 5

    Brittany

    How I Came To Read This Book: I borrowed it from my boss. The Plot: Pat Fallon & Fred Senn are the authors and head honchos of Fallon International, which has become one of my new fave agencies based solely on the sheer recognizability of their campaign work that's outlined in this book. Each chapter is loosely centred around a topic related to coming up with "the big idea" or what they call "generating creative leverage" such as 'communicating in a crisis' or 'using new media'. Along the way the How I Came To Read This Book: I borrowed it from my boss. The Plot: Pat Fallon & Fred Senn are the authors and head honchos of Fallon International, which has become one of my new fave agencies based solely on the sheer recognizability of their campaign work that's outlined in this book. Each chapter is loosely centred around a topic related to coming up with "the big idea" or what they call "generating creative leverage" such as 'communicating in a crisis' or 'using new media'. Along the way they break down a case study for a major client and how it worked - as well as failures and challenges related to each campaign/client. They also feature little sidebars throughout on similar campaigns that might just not warrant enough for a full chapter, or provide a contrast to what was done per chapter. Examples include EDS' 'Herding Cats' TV ad, Lee Jeans 'Buddy Lee Tested' campaign, BMW Films, Skoda, United Airlines, The Bahamas, among others. The Good & The Bad: I think this book did a better job of proving that Fallon International is a good agency over showing ways other agencies or businesses can adapt their methods. Essentially the book's message is buried in the drama and inflation of success talked about throughout, with only tidbits throughout that give you some ideas as a business person. That being said, I give kudos to the authors. They've created an easy, light read that still packs a lot of punch and captures your interest and amusement from page to page. People will likely delight in and be surprised at the fact one agency has accomplished so much. The Bottom Line: Better read as case studies than for business advice. Anything Memorable?: Amusingly, I had my quarterly check-in this week with my boss, of which one of my goals was to read more industry books. Good timing or planned timing, you be the judge. 50-Book Challenge: Book #45 in 2008

  6. 4 out of 5

    Lesley Webster

    An excellent book at the power of leveraging creativity in marketing. It's not just about the art work or the media execution, but instead it's about finding the thing that sets your client apart from every other one, and then using brilliant creativity to target your specific audience to get your message noticed. This book was written by the advertising team who brought us BMW films, United Airlines "Time to Fly", and much more. I read this for fun, not as a school assignment, but I see a defin An excellent book at the power of leveraging creativity in marketing. It's not just about the art work or the media execution, but instead it's about finding the thing that sets your client apart from every other one, and then using brilliant creativity to target your specific audience to get your message noticed. This book was written by the advertising team who brought us BMW films, United Airlines "Time to Fly", and much more. I read this for fun, not as a school assignment, but I see a definite advantage to any marketing program making this part of the required reading.

  7. 5 out of 5

    Kara

    This book was given to me as a holiday present from a friend of mine who also happens to be the son's author. Quick, easy read with great points why it's critical to continue to bring creativity and innovation to every industry. Also highlights the changing power of the consumer and the internet in the game of business. In addition, great to learn the history of some iconic advertising from 1981 through today. Highly recommended for anyone studying any segment of business, in particular marketin This book was given to me as a holiday present from a friend of mine who also happens to be the son's author. Quick, easy read with great points why it's critical to continue to bring creativity and innovation to every industry. Also highlights the changing power of the consumer and the internet in the game of business. In addition, great to learn the history of some iconic advertising from 1981 through today. Highly recommended for anyone studying any segment of business, in particular marketing, entrepenuership, and those interesting in/or owning their own buiness.

  8. 5 out of 5

    Jim

    A wonderful book if you're into how advertising works from the inside as a creative. I couldn't put this book down and the topics range from how to approach projects, pitching, and then putting out the product. The importance of working as a team and what's it like to be bought and then to buy them out only to save your own creative integrity. I highly recommend this to anybody who would like to be inspired. A wonderful book if you're into how advertising works from the inside as a creative. I couldn't put this book down and the topics range from how to approach projects, pitching, and then putting out the product. The importance of working as a team and what's it like to be bought and then to buy them out only to save your own creative integrity. I highly recommend this to anybody who would like to be inspired.

  9. 4 out of 5

    Smsu Library

    One of the best marketing books I have encountered. The text is academic but the narration is smooth and fluid. Advanced marketing concepts are distilled into case studies and stories. An excellent text that I have read and re-read and an essential part of any business department. Also, Fallon (http://www.fallon.com/), is a major player in the marketing / advertising world and is also located in Minnesota, so there is a bit of a double bonus! One of the best marketing books I have encountered. The text is academic but the narration is smooth and fluid. Advanced marketing concepts are distilled into case studies and stories. An excellent text that I have read and re-read and an essential part of any business department. Also, Fallon (http://www.fallon.com/), is a major player in the marketing / advertising world and is also located in Minnesota, so there is a bit of a double bonus!

  10. 4 out of 5

    Leader Summaries

    Desde Leader Summaries recomendamos la lectura del libro Exprime la idea, de Pat Fallon y Fred Senn. Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: marketing y ventas, publicidad y relaciones públicas. En el siguiente enlace tienes el resumen del libro Exprime la idea, Los 7 principios de la publicidad efectiva: Exprime la idea Desde Leader Summaries recomendamos la lectura del libro Exprime la idea, de Pat Fallon y Fred Senn. Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: marketing y ventas, publicidad y relaciones públicas. En el siguiente enlace tienes el resumen del libro Exprime la idea, Los 7 principios de la publicidad efectiva: Exprime la idea

  11. 4 out of 5

    Irene Susetyo

    Gue kira ini buku apaan. Ternyata ini adalah salah satu buku kategori HOW TO. Disajikan oleh Fallon dengan bentuk yang berbeda dari tipikal Handbook lainnya, buku ini tidak menyajikan berbagai strategi atau tips praktis dengan cara step-by-step, melainkan dengan cara mengisahkan strategi pemasaran. Cara ini sepertinya ingin ditekankan oleh Fallon bahwa pemasaran produk adalah sebuah proses yang melibatkan emosi dan pikiran, tidak sekadar pencapaian poin satu, dua atau tiga.

  12. 5 out of 5

    Jeff

    The 7 Principles of Creative Leverage. 1. Always stretch from scratch. 2. Demand a ruthlessly simple definition of the business problem. 3. Discover a proprietary emotion. 4. Focus on the size of the idea, not the size of the budget. 5. Seek out the strategic risks. 6. Collaborate or perish. 7. Listen hard to your customers (then listen some more.)

  13. 4 out of 5

    Heather

    I thought this book was good but it is pretty dated marketing techniques. It wasn't incredibly fresh/new information for me since I studied journalism and had classes on media planning and marketing in college. All in all a decent book, just not for me. I thought this book was good but it is pretty dated marketing techniques. It wasn't incredibly fresh/new information for me since I studied journalism and had classes on media planning and marketing in college. All in all a decent book, just not for me.

  14. 5 out of 5

    Javier

    Libro con casos reales de problemas de comunicación resueltos con maestría por una de las mejores agencias de publicidad de los últimos tiempos. Está escrito en clave de motivación y exaltación de la creatividad. Muy ameno, con el toque justo de rollo técnico.

  15. 5 out of 5

    Lori Grant

    A should-read book on marketing for the knowledge worker, manager, executive, or entrepreneur.

  16. 4 out of 5

    Matthews M.

    Kreatif Itu Penting! Untungnya aku tak bekerja di dalam bidang periklanan yang terus-menerus dituntut untuk selalu Kreatif.

  17. 5 out of 5

    Pat Doyle

    Pat Fallon knows how to speak the language of creativity. He teaches you the ropes and helps you delve into one of your most precious resources - your imagination.

  18. 4 out of 5

    Dave

    If this one doesn't get your creative juices flowing, chances are you never had any to begin with. If this one doesn't get your creative juices flowing, chances are you never had any to begin with.

  19. 4 out of 5

    victoria hampton

    This is a must read for anyone who in business.

  20. 4 out of 5

    Cheree Moore

    I adore this book. It was very inspirational and really made me rethink what I was looking for in a creative place to work.

  21. 4 out of 5

    Mellie

    good read for anyone in the creative field. written by owner of one of US' most creative advertising agencies good read for anyone in the creative field. written by owner of one of US' most creative advertising agencies

  22. 4 out of 5

    Diana

    Good insight into the process of successful ad campaigns from the firm that brought you United Airlines' Gershwin theme song and animated commercials. Good insight into the process of successful ad campaigns from the firm that brought you United Airlines' Gershwin theme song and animated commercials.

  23. 5 out of 5

    ILKER KAYTANCI

  24. 4 out of 5

    Matt

  25. 4 out of 5

    Kathy

  26. 4 out of 5

    Emily

  27. 4 out of 5

    Jason

  28. 5 out of 5

    Cory VanMeter

  29. 5 out of 5

    Betsy

  30. 4 out of 5

    Michele Wang

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