But do such ads really drive new bu

But do such ads really drive new business? When everyone is making the same claim, can any one of them be right? Is creative hot shop a viable positioning for a creative firm? I've grappled with these questions for more than ten years, and I'll try to answer them here, along with the broader issue of the role of a firm's creative quality in its business development success.

My own experience has been that the quality of a firm’s creative product is rarely a deciding factor when winning or losing new business. Every so often however I encounter a firm where the creative is so good that I think I may have discovered one that can resist the economic argument to specialize. So, about once a year or so I'm faced with the question that won’t go away: can this firm be built on the position of creative hot shop?

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但这样的广告真正推动新业务？当每个人都作出同样的要求，可他们中的任何一个是正确的？是创造性的火锅店一家一个可行的定位？我在设法解决这些问题，十多年来，我会尽量回答他们，随着其对企业发展的成功企业的创新素质的作用，更广泛的问题。

我自己的经验是，一个公司的创新产品的质量是很少的一个决定因素时，输赢的新业务。然而我经常遇到一个公司的创意很好，我想我可能已经发明了一种能抵抗专攻经济论证。所以，一年左右，我面临的问题不会消失，一次：这个公司是建立在创造性的火锅店的位置？