3qtr2007 - Book Review - Juicing the Orange

Title: Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage
Authors: Pat Fallon & Fred Senn
ISBN: 1-59139-927-0

Okay, this is another in a series of "Inside Secrets" books written by seasoned advertising pros about their unique strategies and resultant successes. And I'll admit that I really like books like this. (Other good ones include: Lovemarks: The Future Beyond Brands, by Kevin Robers, CEO of Saatchi & Saatchi; and The Trendmaster's Guide, by Robyn Waters, former VP of Trend, Design, and Product Development at Target.) Advertising-folk are just so creative and upbeat when things are going right.

What I particularly like about this book - and the Fallon Worldwide agency - though, is that so many of the client case studies highlighted are for products and companies that I not only recognize, but actually like - something I directly attribute to their, ahem, really good advertising. Examples, include:

• Those animated, music-only, story-telling tv commercials for United Airlines
• Those "No, but i did stay at a Holiday Inn Express last night" ads
• Buddy Lee blue jean commercials
• The way that BMW cross marketed with Bond, James Bond
• Those wacky Virgin Mobile holiday ads
• and more

Another favorite was for a barber shop in NYC called "7 South 8th for Hair," a small business with very little money for advertising. It was Fallon's very first account and they really wanted to show how they could be creative AND effective. So, they bought a few poster spaces at bus stops near the barbershop and, on them, featured big pictures of somebody famous with really bad hair ... and a cleverly related tag line:

• Moe Howard (of Three Stooges fame) - "A bad haircut is no laughing matter."
• Albert Einstein - "A bad haircut can make anyone look dumb."
• Susan B. Anthony (from the failed $1 coin) - "A bad haircut can take you out of circulation."

Fallon's Inside Secret? What they call the Seven Principles of Creative Leverage:

1. Always start from scratch.
2. Demand a ruthlessly simple definition of the business problem.
3. Discover a proprietary emotion.
4. Focus on the size of the idea, not the size of the budget.
5. Seek out strategic risks.
6. Collaborate or perish.
7. Listen hard to your customers (then listen some more).

It struck me that these seven principles can apply to far more than just advertising. I know many of them seem to naturally show up in my coaching conversations with clients, for instance. But think about it in terms of furthering important business initiatives, as well:

• "We believe that you have more creativity in your organization than you realize, and we believe that you can find it, develop it, and use it more effectively. " (page 20)

They're probably right, you know.

Here are a few other interesting creative advertising ideas that applies to people at work - and in life:

• "Our goal as an organization is to understand culture so well that we can use its idioms and nuances to transcend blatant selling messages." (page 65)
• "You can change people's minds, but only if they first give you permission, and that won't happen if they think you're a joke." (page 78)
• "The door to most business people's right brain is through their left brain. First the smart, then the exciting. (The consumer, ironically, wants it just the other way around.)" (page 97)
• "Just as a sports team needs a handful of players who have been to the playoffs, a marketing team needs members who understand the hard work and commitment it takes to make the most of an idea." (page 123)

Success in advertising, as in business - and in life - really does required more than just talking the walk.

• "...if we truly valued our culture, then it wasn't enough to hire brains and talent. we had to cherish the people who bets embodied our ideals. We call them culture players." (page 194)

And that's why I like this book - it not only had cool advertising stories and interesting creative strategies, but it offered some important conclusions for what it takes to be a success across a wide variety of venues.