A good idea can inspire one commercial. But a good insight can fuel a thousand ideas, a thousand commercials. An insight gives you an entirely new way of thinking about your business. Consider just a few of the breakthrough insights that Dusenberry's agency, BBDO, has offered their clients over the years: That General Electric's unifying tagline should be ?We bring good things to life.? That Pepsi should be targeting the ?Pepsi Generation.? That Ronald Reagan's 1984 reelection theme should be ?Morning in America.? That Visa should compare itself with American Express, not MasterCard. Talk about moving the needle!Dusenberry argues that these brainstorms don?t come out of thin air, even at a world class organization like BBDO. They are actually the result of a rigorous and disciplined process of insight generation, one that any manager in any type of business can adopt. Dusenberry explains this process?Research, Analysis, Insight, Strategy, and Execution (RAISE)?in plain English. And he offers examples of some of the greatest business insights of our time, from the birth of Federal Express to the positioning of HBO."Moving the Needle" will help businesspeople get to the heart of their toughest problems.

    To accompany the BBC2 TV series, this book chronicles the Strawbridge family's journey from a perfectly normal life and house in the Midlands to a self-sufficient environmentally friendly dream home in the West Country. Written by the flamboyant, moustachioed, eccentric presenter, Dick the Colonel Strawbridge, this book is an inspiration to people thinking of becoming eco-friendly or even just a bit greener. Full of specially commissioned color photos and screen grabs, it is also full of practical advice, with essential addresses and contact details at the end.

    She leaves behind a close-knit family and a failed romance in Ireland to begin training in Barnet and Middlesex. She early on treats a patient who eventually becomes her husband and means that she accepts a job in the north of England that takes her first by bicycle and then in an unreliable little car, into the homes of the people who need her care. In DISTRICT NURSE, she brings to life everyone she encounters, from the doctors and other nurses to the diverse and always compelling patients. It is a captivating personal account of a life spent helping others.