Nathan Beach
Nathan joins Your Creative People while working on his bachelor’s degree in business administration. He has a passion for business and for using technology to improve workflow and increase productivity and efficiency. In the past, Nathan has enjoyed the art of beekeeping, and he currently uses his rare moments of free time for reading, finding new tunes, and spending time with friends and family.
Is creativity a bad word in business? Is it just an artsy ideal of marketing, but not really an effective bottom-line booster? In their book, Juicing the Orange, Pat Fallon and Fred Senn address the misconceptions regarding implementing creativity in today’s marketing environment. Using the metaphor of juicing an orange, they demonstrate how creativity can give a campaign leverage over the competition and produce impressive results. What does the term “juicing the orange” mean anyway? The phrase is a metaphor to express the way marketers get the most "bang for their buck" from advertising. It expresses the idea of using existing resources, adding some creative thinking, and producing powerful campaigns. Fallon and Senn are trying to make the point that great marketing comes from extracting the juice from the orange you already have, not laying out the greenbacks to si...
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