Hầu hết chúng ta nghĩ rằng trong một thời trang tuyến tính. A dẫn B dẫn đến C. dyslexics nghĩ, A dẫn tới M hoặc R hoặc Z. Họ là những thực tế không có khả năng tư duy tuyến tính, trừ khi họ thực sự làm việc ở đó. Là về cơ bản khác nhau về một nền văn hóa CBI là lực lượng môi trường, trong đó chiến lược kinh doanh và sáng tạo cùng tồn tại. | 92 DoYou Know What Business You Are In Discover Your DNA The lesson is simple but critical to creative business thinking. Start every project by asking what business you are really in. If you understand that you also begin to understand the essence of your brand and the DNA of your company. Why is that inquiry so vital UNLESS you know who you are there is no way you will ever be ABLE TO COME UP WITH A Creative Business Idea. It is impossible TO ARRIVE AT SUCH AN idea without first understanding the fundamental essence of the brand and the business in which you operate. Whether you get there on your own or partner with an agency that can think creatively about your business does not matter. What counts is that you get there. Because once you understand the business you re really in you have the potential to transform your brand your category your company and even your industry. RATP Providing Services to Mobile People One of our Creative Business Idea Award winners is a striking example of understanding the business you re in or that your client is in . It s a brilliant piece of creative thinking that is revolutionizing the way people in one city are looking at public transportation. As luck would have it that city is one that is held dear even by people who have never been there Paris. The Problem If you rode the Paris subway system Regie Autonome des Transports Parisiens or RATP in the mid-1990s your experience was not particularly pleasant. And you weren t alone in that feeling many riders complained that the metro was smelly noisy dirty and dark. Robberies were not infrequent. And a series of subway bombings only exacerbated the problem. People used the metro not because they wanted to but because they had to. RATP P ROVIDING Services TO Mobile People 93 We Need an Ad Campaign Faced with a serious image problem RATP turned to our brilliant Paris office BETC Euro RSCG. It requested the agency to create an ad campaign that would improve the metro s image. Short .
