Cơ quan đã luôn luôn đi lạc thường xuyên vào áp dụng các kỹ năng sáng tạo của mình để chiến lược kinh doanh. Mặc dù thường này là một ngoại lệ hơn là quy tắc. Nhiều cơ quan ở thời điểm khác nhau ghép một doanh nghiệp tư vấn chiến lược vào cung cấp cốt lõi của họ, | 118 Do You Know What Business You Are In Agencies have always strayed occasionally intn applying their creative skills tn business strategy. Although typically this was the exception rather than the rule. Many agencies have at different times grafted a strategic consultancy business onto their core offer but almost invariably as an adjunct to the main agency and quite blatantly in pursuit of incremental revenue streams. These businesses operated as separate autonomous entities staffed from the world of business consultancies rather than with the creative talents of agencies. What is fundamentally different about a CBI culture is that it forces an environment in which business strategy and creativity coexist. It s the business equivalent of going coed interesting things happen Glen Flaherty Euro RSCG Wnek Gosper London Before You Leap Know that behind every Creative Business Idea is a single-minded focus on brand essence. Waver from that focus and you dilute the value of the brand. Conversely by not straying from your focus you can profitably take your brand in new directions and into new product lines and categories. Set no limits for your brand. The quickest way to squelch creative thinking is to insist on talking only about the practical the highly possible. Sometimes it s the impossible ideas that uncover a pathway to a better future. Create a New Category MCI Understand the business you re in and not only can you expand into other categories you can create categories where none existed. MCI did that brilliantly with a product that would transform the way we call collect 1-800-COLLECT. Back in 1993 when MCI and MVBMS introduced 1-800-COLLECT there was no collect-calling category. You picked up the phone dialed 0 reached an operator and announced that you wanted to make a collect call. It was a 3 billion a year market with AT T sitting in the catbird MCI s innovation was that customers could call 1-800-COLLECT from any phone anywhere no matter who the .
