Ideas

Mark Sherrington

Chapter Chapter 2 in Added Value, 2003, pp 53-85 from Palgrave Macmillan

Abstract: Abstract Some senior people in organisations are wary of the word ‘ideas’. As far as they’re concerned, ideas are for hairy people with odd socks who never use the percentage key on their calculators. Instead of ‘kicking ideas around’, boardroom types like to ‘talk strategy’. Indeed, at the very mention of the word ‘strategy’, brows furrow and consultants rub their hands. ‘Strategy’ is a serious and expensive business — whereas ‘having ideas’ sounds like too much fun. Certainly, if you’re ever writing a brief for a consultant, the use of the word ‘strategic’ will instantly add a 100 per cent premium to the price. But try asking for a few ideas and you should be pleasantly surprised by the quote you receive.

Keywords: Brand Position; Market Definition; Portfolio Strategy; Virtuous Circle; Brand Communication (search for similar items in EconPapers)
Date: 2003
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-51348-8_3

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DOI: 10.1057/9780230513488_3

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