CHAPTER FIVE
STEP 5:HAVE BETTER MEETINGS
THE OSBORN TOUCH
In 1919 Alex F. Osborn became one of the three founders of an advertising agency called BBDO. All went well until one of his partners decided to leave the company in 1939 and strike out on his own. This was bad news for the business. Mr. Osborn needed to drive revenue, which he knew wasn’t going to be easy because the US economy was still feeling the effects of the Great Depression. Osborn began to wonder how he could get more creativity from his employees—he needed them to think up new ideas so the company could win new business. He wanted his agency to be the most creative team in town. ...
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