Blueprints for Transforming Your Company into One that Thrives On Creativity and Innovation.
Two marketing and communications experts present a cutting-edge model for managing group creativity, expanding on the ideas introduced in Bernd H Schmitt's revolutionary 'Experiential Marketing'.
Bernd Schmitt, a leader in experiential thinking, introduced the concept of the "experience organisation" - a business that thrives on innovation, buzzes with ideas, rejects bureaucracy, questions convention, and allows the spirit of its employees to soar. Now he teams up with Laura Brown to show not only that these companies exist, but how any company can become one.
'The Garage' is at the forefront of the new field of study focused on the dynamics of workplaces that feature breakthrough ideas and new initiatives. Using the metaphor of the garage to represent these most successful businesses of the new economy, the authors draft blueprints that bring together the online experience, branding, communications, cultural perspective, and people to foster maximum corporate creativity.
Using examples dawn from real life, Schmitt and Brown demonstrate everything from how the physical environment and size of an organisation can substantially improve the quality and flow of ideas, to the relative effectiveness of various e-commerce models.
With its framework for transformation which businesses can apply immediately, and its "translation" of experiential thinking for use in traditional industries, 'The Garage' is a breakthrough business book for the new economy.
