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How Fallon achieved bank balance: Emotion fuels success of Citi effort

Creativity. In "Juicing the Orange: How to Turn Creativity Into a Powerful Business Advantage," Pat Fallon and Fred Senn offer a disciplined approach to leveraging creativity to deliver measurable results. In one of the chapters (excerpted and edited here), they describe how they worked to transform one of the world?s most valuable brands - Citi - into the first "unbanklike" bank, thanks to the "Live Richly" campaign.