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Case Study

Case Number 16 Jerry

When in college Jerry was always referred to as the “idea guy” by his friends. Some of Jerry’s ideas were really off the wall. Others were down to earth and practical. Everyone figured he would wind up doing movies or some kind of highly creative work.

In Jerry’s first job with a large marketing firm, he took three months getting the lay of the land. Then, almost every week, he would submit a marketing idea—one connected with packaging, buying incentives, or how to improve sales via the various media. All of his ideas were submitted verbally to his supervisor, Sally North. After more than two months and not having heard anything about his ideas, he confronted Ms. North. Her reply was: “The first time I get an idea from you that shows maturity, you will have my support.”


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