The Big Idea (Paperback)

Sound familiar? Stick with it, Jones' thinking is intuitive and definitions do blur, but his "big ideas" are distinct from brands or organisational vision.

What organisations started to look for [at the end of the 1990s] was something deeper than brand. Something that, unlike product idea or business model, would be rich and serious. And something that, unlike vision or brand, would appeal to people inside and outside the organisation equally: something they could share.

Robert Jones has written a wonderful book, packed with insight and bursting with energy, vision and inspiration. The Big Idea joins Beautiful Corporations and Corporate Religion in having explored the new intimacies of the organisational space and effectively vocalised the power of emotion. --Iain Campbell --This text refers to an out of print or unavailable edition of this title.

Review
'An interesting and useful book.' Business Age

We are plagued by sameness. The products and services we buy are becoming better and better, but more and more similar as it becomes easier for one company to copy another's advantages. But in the absence of different product features, emotional logic becomes the single most important driver; unless you stand for something you won't stand out. Customers don't just want to buy; they want to buy in to an organization with products they want and a big idea that they admire. In a world where most customers' basic needs are met, they don't just value for money, but values for money. Analysing 50 of the world's biggest ideas and talking to the people behind them, Jones has delievered an inspiring and exhilarating vision of the future of business. A big idea wants to change the world; it's an emotional magnet that attracts the best employees, the best customers, the best investors and makes them stick around. It makes boundaries hard to define and gives people more than one stake in the business. It is an act of leadership that requires a moment of supreme courage, to be on the edge, not to be all things to all people, to inspire belief. People will move heaven and earth if what they are doing is recognized. If you think that the point of business is making money, you need to read this. If you've already figured out but need inspiration to find your own big idea, you want to read this. (Kirkus UK)

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