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This work offers a summary of the book "LEAP: A Revolution in Creative Business Strategy" by Bob Schmetterer.Bob Schmetterer explains his compellingly revolutionary idea: instead of hiring an ad agency for your product, use the agency at the beginning of the process to develop a big Creative Business Idea (CBI) around which the company's strategy will be based. The very best CBIs don't simply communicate what a brand stands for, but define it. Great CBIs will be a blend of creative and logical thinking which is a recipe for creative, fresh and exciting ideas. Schmetterer uses examples to illu

Advertising -- Planning. --- Business planning. --- Industrial management. --- Marketing -- Planning. --- Strategic planning.