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The Big Idea by Robert Jones

The Big Idea
by Robert Jones

Anyone can copy a company's product, or even its business model. What they can't copy is its worldview, its attitude, its special way of doing things. In the future, the war in the marketplace will be a war of ideas. This title maps this new territory and shows how big ideas make great companies.
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The Big Idea Summary


Nowadays anyone can copy your product, or even your business model. What they can't copy is your worldview, your attitude, your special way of doing things. So in the future, the war in the marketplace will be a war of ideas. "The Big Idea maps" this new territory and shows how big ideas make great companies. Unlike business models, product ideas or the catchphrases of management gurus, a big idea is emotional. And unlike corporate ideologies, vision or brand, it is shared between customers and employees alike. Customers don't just buy from these companies, they buy into them - they choose them not through economic logic, but through emotional logic. As products and services become more and more similar, emotional logic will become the single most important business driver. The benefits of appealing to it can already been seen: Orange has a much lower turnover of customers than Cellnet and Ikea operates in over 23 countries while MFI only does business in Britain. Based on the author's interviews with CEOs and his experience shaping big ideas at companies such as Andersen Consulting and the National Trust.

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Additional information

Sku
GOR000713244
Title
The Big Idea
Author
Condition
Very Good
Binding type
Paperback
Publisher
HarperCollins Publishers
Year published
Number of pages
224
ISBN 10
0006532349
ISBN 13
9780006532347
Prizes
N/A
Cover note
Book picture is for illustrative purposes only, actual cover or edition may vary.
Note
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.