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The Big Idea: Why Every Company Needs One

£37.00

Product description

Today`s marketplace is a war of ideas. Unless you stand for something you won`t stand out. Nowadays anyone can copy your product, or even your business model. What they can`t copy is your worldview, your attitude, your special way of doing things. So the war in the marketplace will be a war of ideas. "The Big Idea" maps this new territory and shows how big ideas make great companies. Unlike business models or the catchphrases of management gurus, a big idea is emotional. And unlike corporate ideologies, vision or brand, it is shared between customers and employees alike. Companies who have distinguished themselves with a big idea include: Virgin (not British Airways), John Lewis (not Debenhams), Apple (not IBM), Ikea (not MFI) and Orange (not Cellnet). Customers don`t just buy from these companies, they buy into them - they choose them not through economic logic, but emotional logic. As products and services become more and more similar, emotional logic will become the single most important business driver. The benefits of appealing to it can already be seen: Orange has a much lower turnover of customers than Cellnet and Ikea operates in over 23 countries while MFI only does business in Britain. A big idea isn`t just a cute thing to have: it`s the spark that makes places thrive while others just exist.

Item details

Author(s):
Robert Jones
Condition:
Used: good
Format:
Paperback
Number of pages:
230
Title:
The Big Idea: Why Every Company Needs One

Standard UK Delivery (currently free)

Delivery FAQs

Ts & Cs
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Free returns

within 21 days.
Returns policy

About this item

Today`s marketplace is a war of ideas. Unless you stand for something you won`t stand out. Nowadays anyone can copy your product, or even your business model. What they can`t copy is your worldview, your attitude, your special way of doing things. So the war in the marketplace will be a war of ideas. "The Big Idea" maps this new territory and shows how big ideas make great companies. Unlike business models or the catchphrases of management gurus, a big idea is emotional. And unlike corporate ideologies, vision or brand, it is shared between customers and employees alike. Companies who have distinguished themselves with a big idea include: Virgin (not British Airways), John Lewis (not Debenhams), Apple (not IBM), Ikea (not MFI) and Orange (not Cellnet). Customers don`t just buy from these companies, they buy into them - they choose them not through economic logic, but emotional logic. As products and services become more and more similar, emotional logic will become the single most important business driver. The benefits of appealing to it can already be seen: Orange has a much lower turnover of customers than Cellnet and Ikea operates in over 23 countries while MFI only does business in Britain. A big idea isn`t just a cute thing to have: it`s the spark that makes places thrive while others just exist.

Author(s):
Robert Jones
Condition:
Used: good
Format:
Paperback
Number of pages:
230
Title:
The Big Idea: Why Every Company Needs One

Delivery & returns

This item will be dispatched to UK addresses via second class post within 2 working days of receipt of your order. Standard UK delivery is £3.95 per order, so you're only charged once no matter how many items you have in your basket. Any additional courier charges will be applied at checkout as they vary depending on delivery address.

This item will be dispatched to UK addresses via second class post within 2 working days of receipt of your order. Standard UK delivery is currently free, no matter how many items you have in your basket. Any additional courier charges will be applied at checkout as they vary depending on delivery address.

You can find out more about delivery and returns in our help section.

We offer a no quibble returns policy as follows:

Wedding dresses: 14 days

Overseas returns: 31 days

Everything else: 21 days


This item is also available for international delivery by airmail, carrying a mandatory delivery charge of:

Europe: £4.70

Outside Europe: £7.00

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