{ "item_title" : "The Wrong Question", "item_author" : [" Alex Meier "], "item_description" : "For twenty-five years, Alex Meier sat in the room where marketing decisions get made - and watched brilliant campaigns solve the wrong problem, beautifully. The pattern repeats in every industry: a team faces a real business problem, and within the first hour, someone asks, What's the idea? The conversation shifts from why to how. Weeks later, an award-worthy campaign launches - and the business stays exactly where it started. THE WRONG QUESTION names this pattern and shows how to break it. Drawing on real cases - a telecom losing customers, a pasta brand outpriced by smart shopping, a loyalty app no one opens - Alex Meier reveals why organizations keep answering the wrong question brilliantly, and lays out Business-Driven Creativity(TM): a five-step model that starts with the business, not the brief. This is not a book about advertising. It's a book about how organizations - ad agencies, boardrooms, product teams, founders - make decisions under pressure, and the specific pattern that leads smart people to solve the wrong problem with the right execution. Inside, you'll find:Why the inspiration trap quietly costs companies millions in campaigns that never move the needleThe five-step Business-Driven Creativity(TM) model, from understanding the system to letting creativity translate the decisionA field guide of questions that redirect a meeting before it goes wrongWhat artificial intelligence changes - and what it makes more valuable than ever: judgmentWritten for CMOs, founders, agency leaders, and anyone who has sat in a meeting and felt something didn't add up, THE WRONG QUESTION argues that the best answer is worthless if it solves the wrong problem - and that the right question, asked at the right moment, changes everything that follows.", "item_img_path" : "https://covers1.booksamillion.com/covers/bam/9/79/819/341/9798193413424_b.jpg", "price_data" : { "retail_price" : "14.00", "online_price" : "14.00", "our_price" : "14.00", "club_price" : "14.00", "savings_pct" : "0", "savings_amt" : "0.00", "club_savings_pct" : "0", "club_savings_amt" : "0.00", "discount_pct" : "10", "store_price" : "" } }

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