Juicing the orange

   tThe media guys are going through this book right now. It basically is the story of a major marketing company and it’s quest to come up with creative ads/solutions for all sorts of different clients. It focuses on using “creative leverage” to separate themselves from the pack. It has inspired me to ask the single most important question on any video/commercial my team is asked to do…. “Demand a ruthlessly simple definition of the business problem.”  If someone that needs a video/promo/print piece done and can not answer that question, then the likely result will be ambiguous.  Also – this website is sick!! Click the book and go to it.



3 thoughts on “Juicing the orange

  1. That site just looks cool. I would be interested in reading that mug! Don’t forget to add me to your blogroll sunshine! bigtelicious.wordpress.com


  2. welcome to the blog world. I am definitely going to pick up that book. Dustin was talking about reading it with your team. Very cool. blogroll me, too. theblossoms.wordpress.com

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