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Big Think Strategy

Posted by: Diane Brady on December 6, 2007

Everybody likes to think of themselves as “big thinkers” — the kind who bring bold ideas to the table. Bernd Schmitt has a succinct new book out today on the subject that is more fun that it sounds. In it, the Columbia professor takes a look at some of the truths behind coming up with big juicy ideas.

He cites examples from Dove’s innovative ad campaign that uses real women instead of models (“inspiration, not aspiration,” says Schmitt) to BP’s Helios House. Like Schmitt’s blog, it’s a lot of fun.

 

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How can you manage smarter? Bloomberg Businessweek contributors synthesize insights from the brightest business thinkers, critique the latest management trends, and comment on leaders in the news.

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