{"product_id":"welcome-to-the-creative-age-9780470844991","title":"Welcome to the Creative Age","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eThis book sets out a new agenda for business. Central to the new approach are the notions of \"purpose--ideas\" (what you are for) and \"interventions\" (what you do), both of which demand creativity.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"... Using ingeniously insightful witty examples, mark Earls embarks on a radical and comprehensive critique of the fundamental principles of business and marketing...\" (Marketing Business, September 2002)   \u003cp\u003e\"…a highly entertaining and thought-provoking denunciation of what’s gone wrong with marketing…Mark’s easy-flowing writing style will encourage you to try to spend the evening reading it at one sitting…\" (www.theidm.com 4 November 2002)\u003c\/p\u003e \u003cp\u003e\"…anyone interested in our industry (marketing), and the society we help to create, should read this book…\" (Research Magazine, February 2003)\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eForeword by Adam Morgan vii\u003c\/p\u003e \u003cp\u003eAcknowledgements xi\u003c\/p\u003e \u003cp\u003eIntroduction: Bananas at Dawn 1\u003c\/p\u003e \u003cp\u003eThe ‘added-value’ banana 1\u003c\/p\u003e \u003cp\u003eWhat’s it all about, Alfie? 3\u003c\/p\u003e \u003cp\u003eMarketing hilarity 4\u003c\/p\u003e \u003cp\u003eResistance is futile 7\u003c\/p\u003e \u003cp\u003eThe death of marketing as an organizational principle 8\u003c\/p\u003e \u003cp\u003eThe War for Talent and how to win it 9\u003c\/p\u003e \u003cp\u003eThe Creative Age as a new organizing principle 9\u003c\/p\u003e \u003cp\u003eToo ambitious by half? 10\u003c\/p\u003e \u003cp\u003eTalking to the preacher man 11\u003c\/p\u003e \u003cp\u003eHow to use this book 12\u003c\/p\u003e \u003cp\u003eStructure 12\u003c\/p\u003e \u003cp\u003eCreative Age heroes 13\u003c\/p\u003e \u003cp\u003eAnd dear reader … 14\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1: Creativity Is Our Inheritance 15\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe value of creativity 18\u003c\/p\u003e \u003cp\u003eThe man who knew too much 19\u003c\/p\u003e \u003cp\u003eCreativity sees what isn’t (yet) 20\u003c\/p\u003e \u003cp\u003eCreativity is our greatest inheritance 21\u003c\/p\u003e \u003cp\u003eCreativity in the public services 22\u003c\/p\u003e \u003cp\u003eBut I’m not very creative … 23\u003c\/p\u003e \u003cp\u003eThe creative individual 25\u003c\/p\u003e \u003cp\u003eThe creative personality 27\u003c\/p\u003e \u003cp\u003eWhat are we to make of the ‘facts’ of creativity? 29\u003c\/p\u003e \u003cp\u003eMemories of the future 29\u003c\/p\u003e \u003cp\u003eTeam creativity = creativity to the power of N 30\u003c\/p\u003e \u003cp\u003eWorking together creatively 31\u003c\/p\u003e \u003cp\u003eLeaving your agenda at the door 32\u003c\/p\u003e \u003cp\u003eDiversity rules 33\u003c\/p\u003e \u003cp\u003eImpro madness 34\u003c\/p\u003e \u003cp\u003eBe kind to your fellow creators 35\u003c\/p\u003e \u003cp\u003eEnjoy the journey, not the destination 35\u003c\/p\u003e \u003cp\u003eConclusions 37\u003c\/p\u003e \u003cp\u003eSome questions 37\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2: The Glorious Revolution 39\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLooking forward and looking back 41\u003c\/p\u003e \u003cp\u003eChange is a snowball made by many hands 42\u003c\/p\u003e \u003cp\u003eLike frogs in a pot of water 43\u003c\/p\u003e \u003cp\u003eThe problem of history 44\u003c\/p\u003e \u003cp\u003eThe fertile ground 45\u003c\/p\u003e \u003cp\u003eThe Marketing Revolution and the doughboy 47\u003c\/p\u003e \u003cp\u003eSomething to believe in 48\u003c\/p\u003e \u003cp\u003eChanging the world 49\u003c\/p\u003e \u003cp\u003eThe rise and rise of the brand 51\u003c\/p\u003e \u003cp\u003eThe final frontier? 55\u003c\/p\u003e \u003cp\u003eWhat had happened? 55\u003c\/p\u003e \u003cp\u003eConclusions 56\u003c\/p\u003e \u003cp\u003eSome questions 56\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3: Tsunami 57\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYou’ve never had it so good 59\u003c\/p\u003e \u003cp\u003eTides of change 60\u003c\/p\u003e \u003cp\u003eR-E-S-P-E-C-T 68\u003c\/p\u003e \u003cp\u003eDIY careers 72\u003c\/p\u003e \u003cp\u003eThe importance of people 75\u003c\/p\u003e \u003cp\u003eTsunami and after 75\u003c\/p\u003e \u003cp\u003eSome questions 76\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4: Who and How We Are 77\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIt’s over 79\u003c\/p\u003e \u003cp\u003eI am not who you think I am 80\u003c\/p\u003e \u003cp\u003eThe brain in action 83\u003c\/p\u003e \u003cp\u003eEngaging the disengaged mind 84\u003c\/p\u003e \u003cp\u003eEmotions and decisions 85\u003c\/p\u003e \u003cp\u003eHumans as herd animals 87\u003c\/p\u003e \u003cp\u003eThe end of the individual? 92\u003c\/p\u003e \u003cp\u003eConclusions 93\u003c\/p\u003e \u003cp\u003eSome questions 94\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5: Ideas, Ideas, Ideas 95\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIdeas and attention dollars 98\u003c\/p\u003e \u003cp\u003eHome is here 101\u003c\/p\u003e \u003cp\u003eThis is the sound of the suburbs 102\u003c\/p\u003e \u003cp\u003e‘Don’t be so English’ 104\u003c\/p\u003e \u003cp\u003eIdeas and B2B 105\u003c\/p\u003e \u003cp\u003eIdeas and microchips 107\u003c\/p\u003e \u003cp\u003eKey characteristics of the Creative Age Idea 109\u003c\/p\u003e \u003cp\u003eConclusions 112\u003c\/p\u003e \u003cp\u003eSome questions 113\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6: All that You Can’t Leave Behind (but must) 115\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning to let go 117\u003c\/p\u003e \u003cp\u003eTea with Andrew Ehrenberg 120\u003c\/p\u003e \u003cp\u003eAsking silly questions 122\u003c\/p\u003e \u003cp\u003eShaky foundations and empty promises 123\u003c\/p\u003e \u003cp\u003eMore shaky foundations 125\u003c\/p\u003e \u003cp\u003eOpinions aren’t much use 127\u003c\/p\u003e \u003cp\u003eSo where does this leave market research? 128\u003c\/p\u003e \u003cp\u003eThe brand and the snake-oil salesmen 129\u003c\/p\u003e \u003cp\u003eProblem 1: brand gets in the way of the real problems 130\u003c\/p\u003e \u003cp\u003eProblem 2: the claims made for the importance of the brand are overblown 133\u003c\/p\u003e \u003cp\u003eProblem 3: the brand ties you to the past 134\u003c\/p\u003e \u003cp\u003eConclusions 134\u003c\/p\u003e \u003cp\u003eUsing the ‘bnard’ 135\u003c\/p\u003e \u003cp\u003eSome questions 135\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7: How to Have a Creative Age Idea 137\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNot the idiot’s guide to ... 139\u003c\/p\u003e \u003cp\u003eConcept 1: purpose, not positioning 140\u003c\/p\u003e \u003cp\u003eConcept 2: interventions – it is what you do 144\u003c\/p\u003e \u003cp\u003eApplying these concepts – what to do? 144\u003c\/p\u003e \u003cp\u003eConclusions 151\u003c\/p\u003e \u003cp\u003eSome questions 152\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8: Interventions – It is What You Do … 153\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCatalytic conversions 155\u003c\/p\u003e \u003cp\u003eIdeas and interventions 156\u003c\/p\u003e \u003cp\u003eControl is an (un)helpful illusion 157\u003c\/p\u003e \u003cp\u003eThe science of complexity 159\u003c\/p\u003e \u003cp\u003eWhat this means for business 161\u003c\/p\u003e \u003cp\u003eMore modesty, please 162\u003c\/p\u003e \u003cp\u003eInterventions as the expression of the purpose-idea 164\u003c\/p\u003e \u003cp\u003eBenchmarking your way into a corner 165\u003c\/p\u003e \u003cp\u003eInterventions as instinctive actions 167\u003c\/p\u003e \u003cp\u003eManagement interventions 169\u003c\/p\u003e \u003cp\u003eThe intranet fallacy 170\u003c\/p\u003e \u003cp\u003eConclusion 171\u003c\/p\u003e \u003cp\u003eSome questions 171\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9: Advertising is Not Communication 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe big question 175\u003c\/p\u003e \u003cp\u003eAdvertising as communication 177\u003c\/p\u003e \u003cp\u003eWhat’s wrong with the communication model? 180\u003c\/p\u003e \u003cp\u003eAdvertising and politics 181\u003c\/p\u003e \u003cp\u003eNo market for messages 182\u003c\/p\u003e \u003cp\u003eOther effects of advertising explained 184\u003c\/p\u003e \u003cp\u003eImplications for advertising 185\u003c\/p\u003e \u003cp\u003eAdvertising a promotion can be an intervention 186\u003c\/p\u003e \u003cp\u003eWhat advertising can learn from PR 188\u003c\/p\u003e \u003cp\u003eThe only good ad is an intervention 189\u003c\/p\u003e \u003cp\u003eThe end of specialisms 190\u003c\/p\u003e \u003cp\u003eConclusions 193\u003c\/p\u003e \u003cp\u003eSome questions 193\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10: The Shared Enterprise – Putting purpose ideas at the Heart of Business 195\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChanging the world 197\u003c\/p\u003e \u003cp\u003ePornography for the Creative Age employee 199\u003c\/p\u003e \u003cp\u003eWhat this costs business 200\u003c\/p\u003e \u003cp\u003eA sense of purpose at the heart of the company 203\u003c\/p\u003e \u003cp\u003e(not to be confused with) Mission statement mania 207\u003c\/p\u003e \u003cp\u003ePurpose-ideas and humans as herd animals 208\u003c\/p\u003e \u003cp\u003eBack in the Apple hot seat again 209\u003c\/p\u003e \u003cp\u003ePurpose-ideas and self-alignment 210\u003c\/p\u003e \u003cp\u003eConclusions 211\u003c\/p\u003e \u003cp\u003eSome questions 212\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11: A Place You Want to Work in 213\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA purpose-idea is not enough 215\u003c\/p\u003e \u003cp\u003eSomething for everyone 216\u003c\/p\u003e \u003cp\u003eFulfilment and flow 218\u003c\/p\u003e \u003cp\u003eFlow and the workplace 220\u003c\/p\u003e \u003cp\u003eIt is what we do 223\u003c\/p\u003e \u003cp\u003eEnter the accelerator manager 224\u003c\/p\u003e \u003cp\u003eThinking-by-doing 227\u003c\/p\u003e \u003cp\u003eA new model 228\u003c\/p\u003e \u003cp\u003eWhy don’t we ‘do the do’ more often? 229\u003c\/p\u003e \u003cp\u003eChoose your weapon to avoid the doing 230\u003c\/p\u003e \u003cp\u003eWho needs complete control? 231\u003c\/p\u003e \u003cp\u003eConclusions 232\u003c\/p\u003e \u003cp\u003eSome questions 232\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12: Us – Together 233\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eArchitecture as intervention 235\u003c\/p\u003e \u003cp\u003eSo what is a company? 236\u003c\/p\u003e \u003cp\u003eThe company anthill 238\u003c\/p\u003e \u003cp\u003eBasic programming in the machine company 239\u003c\/p\u003e \u003cp\u003eAnd in the Creative Age company? 240\u003c\/p\u003e \u003cp\u003eThe value of networks 241\u003c\/p\u003e \u003cp\u003eMaking this useful 245\u003c\/p\u003e \u003cp\u003eI’m special, me 246\u003c\/p\u003e \u003cp\u003eMr Blandings and his dream house 247\u003c\/p\u003e \u003cp\u003eAdvertising’s 80:20 rule 248\u003c\/p\u003e \u003cp\u003eWhat are we to do with the ad agency? 252\u003c\/p\u003e \u003cp\u003eThe new 80:20 rule 253\u003c\/p\u003e \u003cp\u003eThe network company 254\u003c\/p\u003e \u003cp\u003eOur house 255\u003c\/p\u003e \u003cp\u003eOpening up our house 255\u003c\/p\u003e \u003cp\u003eMutuality 256\u003c\/p\u003e \u003cp\u003eIdeas, ideas, ideas (again) 256\u003c\/p\u003e \u003cp\u003eConclusions 257\u003c\/p\u003e \u003cp\u003eSome questions 257\u003c\/p\u003e \u003cp\u003ePostscript 258\u003c\/p\u003e \u003cp\u003eAll changed utterly 258\u003c\/p\u003e \u003cp\u003eThe most powerful force on the planet 259\u003c\/p\u003e \u003cp\u003eA fresh start 259\u003c\/p\u003e \u003cp\u003eEndnotes 261\u003c\/p\u003e \u003cp\u003eIndex 272\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402436845911,"sku":"9780470844991","price":26.39,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470844991.jpg?v=1730480393","url":"https:\/\/bookcurl.com\/products\/welcome-to-the-creative-age-9780470844991","provider":"Book Curl","version":"1.0","type":"link"}