The Big Idea

To be successful in the new economy, organizations need something more substantial than 'vision', something deeper than 'brand'. Only a radical emotional big idea will give you a space that rivals can't invade. In this lucid and provocative book, Robert Jones has analysed 50 of the world's biggest ideas, and talked to the people behind them. Drawing on their experience, he shows to find, communicate and, manage your own big idea.

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