By Peter Georgescu
In The resource of good fortune, Peter Georgescu, former CEO of the world-renowned ads organization younger & Rubicam, finds the character of the hot monetary global, and exhibits what it takes to win during this intensely aggressive area. Georgescu offers a brand new commonplace of management that makes a speciality of the main resource of worth in today’s company: the connection among the knowledgeable purchaser and the artistic employee—a dating, he indicates, that has to be outfitted with honesty and integrity. Georgescu’s imaginative and prescient rests on 5 the most important ideas, which jointly can unharness an immense untapped reservoir of power inside of our corporations, and inside of ourselves:
- Creative means and the logo integrity that grows from it are an organization’s most vital assets.
- Enlightened leaders encourage creativity via knowing, cooperation, and respect.
- Competence and execution are as very important as ever, yet they need to be geared toward construction intimacy with the customer.
- Alignment is the serious inspiration for the twenty-first-century organization.
- Great businesses don’t occur with out leaders who've remodeled themselves .
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Example text
Clients in need of urgent solutions to serious problems go looking for a new creative spark, and that’s when you have to shine—when you are proving yourself to someone who doesn’t know you. It’s obvious how this has become crucial for all organizations, since the act of proving oneself to a customer has become a daily necessity—you have to approach existing customers, now, as if you’re winning new business. Winning new loyal customers is when you must lean more heavily on differentiation: if you don’t stand out in a clear, relevant way, you won’t even get noticed.
In her own words: For each technological revolution, that time-lag is characterized by strong divergence in the rates of growth of industries, countries and regions . . [bringing] the greatest excitement in financial markets, where brilliant successes and innovations share the stage with great manias and outrageous swindles. [These periods] have also ended with the most virulent crashes, recessions and depressions, later to give way, through the establishment of appropriate institutions, to a period of widespread prosperity, based on the potential of that particular set of technologies.
CREATIVITY 39 But what crystallized and electrified the team—what completely changed our understanding of the challenge ahead of us—was a single number, buried deep in the research. One day, one of the team members held up a sheet of paper: “Look at this. ” We passed around the passage he’d highlighted. It was quite simple. ” None of us ever would have guessed anything close to that number. We had pounds and pounds of data on paper, but this little number lurked in only one place in all those stacks of printouts, and somehow we’d been lucky enough to spot it.
