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The Spark by Greg Orme

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Habit 1

Start an electric conversation

How to create The Spark in your business

You’ll learn:

  • how to spot an electric conversation
  • How to start an electric conversation
  • The crucial role of electric conversations in creating The Spark

“Creativity is contagious, pass it on.”Albert Einstein, physicist1

In 1999 the whisky brand Johnny Walker was in decline. It challenged the advertising agency Bartle Bogle Hegarty (BBH) to come up with a novel way to sell its product. It wanted to develop an enduring brand idea that could transcend borders and adapt to local as well as global markets. At that point in time any campaign about whisky always featured two schools of clichéd imagery: either traditional ‘heather ‘n’ kilts’ to represent Scottish ...

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