In This Chapter
Achieving breakthroughs by being creative
Putting your creativity to use in advertising, product development, and brand building
Making meetings and teams more creative
Taking charge of the creative process, from initiation through implementation
Good marketing depends on creativity. Marketers must always seek new approaches and reject assumptions and limitations. If circumstances aren’t going your way — sales are slow, the boss rejects your proposals, customers complain about service, or your website isn’t getting enough traffic — then remember to take some time out for creativity. The right creative idea at the right moment can turn the marketing tide your way. With the techniques I describe in this chapter, you can harness your organization’s marketing imagination and spark incredible results — even if you’re a small business owner wearing the hats of marketing, sales, service, custodial, and so on.
Being creative can make a huge difference in your marketing in more ways than you may ...