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The must-read summary of Bob Schmetterer's book: "Leap: A Revolution in Creative Business Strategy". This complete summary of the ideas from Bob Schmetterer's book "Leap" explains the author's compelling 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. This summary includes concrete examples to illustrate the benefits of using the author's strategy and how you can implement it. Added-value of this summary: - Save time - Understand key concepts - Expand your business knowledge To learn more, read "Leap" and discover the key to coming up with business ideas that define your brand and speak for themselves.

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