Juicing the Orange
by Pat Fallon; Fred Senn
Buy book: $16.97

Drawing from 25 years of successful marketing and acclaimed, award-winning work, the authors show that bankable, creative ideas come from zeroing in on the one key business problem that must be solved and then rigorously unearthing insights that will lead to a spectacular solution.

I'll hang in for a bit more, but I still don't know what "juicing the orange" means. So far the book, through each chapters' example of how they nailed a winning campaign despite whatever particular challenge at the time, seems to be more of an advertisement to tout the advertisers as keen and clever advertisers, rather than a reveal of "core lessons of profit-driving creativity." Where's the beef? --Or I should say in this case, Where's the juice?

Juicing up is slang for giving energy, spirit, or interest to (something) so juicing up the orange is giving energy to the orange or in the case of this book, providing the environment for creativity to bloom for employees.