The Wrong Question

Why Organizations End Up Brilliantly Solving the Wrong Problem

von Alex Meier

118 Seiten, Taschenbuch

Kurzbeschreibung des Verlags

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 needle- The five-step Business-Driven Creativity(TM) model, from understanding the system to letting creativity translate the decision- A field guide of questions that redirect a meeting before it goes wrong- What artificial intelligence changes - and what it makes more valuable than ever: judgment

Written 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.

• ISBN: 9798193413424
• Sprache: Englisch
• Erscheinungsdatum: 18.08.2026
• Größe: 229 x 152 mm
• Verlag: Amazon Digital Services LLC - Kdp