An Institute for Research in Marketing speakers' series event.

Local executives, Carlson School students and faculty, and members of the Institute for Research in Marketing's advisory board got those creative juices flowing on September 27, 2006, as the Institute for Research in Marketing Speakers' Series hosted Fred Senn, founding partner at Fallon Worldwide, for a discussion on why creativity is the most powerful business tool at your disposal.

Senn spoke about his new book, co-authored with Pat Fallon, Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage (Harvard Business School Press). Senn and Fallon coined the term "creative leverage" to describe the methods by which business managers can successfully harness the creative abilities of their teams and apply them to each step of the business process.