{"product_id":"the-big-idea-9780002571999","title":"The Big Idea","description":"\u003cp\u003eNowadays anyone can copy your product  or even your business model. What they cant copy is your worldview  your attitude  your special way of doing things. So in the future  the war in the marketplace will be a war of ideas. \"The Big Idea maps\" this new territory and shows how big ideas make great companies. Unlike business models  product ideas or the catchphrases of management gurus  a big idea is emotional. And unlike corporate ideologies  vision or brand  it is shared between customers and employees alike. Customers dont just buy from these companies  they buy into them - they choose them not through economic logic  but through emotional logic. As products and services become more and more similar  emotional logic will become the single most important business driver. The benefits of appealing to it can already been seen: Orange has a much lower turnover of customers than Cellnet and Ikea operates in over 23 countries while MFI only does business in Britain. Based on the authors interviews with CEOs and his experience shaping big ideas at companies such as Andersen Consulting and the National Trust.\u003c\/p\u003e","brand":"My Store","offers":[{"title":"Default Title","offer_id":45655684382773,"sku":"ByrdShop_0002571994","price":103.68,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0627\/8139\/0901\/files\/9780002571999.jpg?v=1781938360","url":"https:\/\/atxbooks.com\/products\/the-big-idea-9780002571999","provider":"ATX Books","version":"1.0","type":"link"}