The care and feeding of ideas

It is no exaggeration to say that millions of people know the song "I'd like to Teach the World to Sing" and fondly remember the Coca-Cola commercial that introduced it to the public. The "united chorus of the world" that expressed this wish for peace, love, and brotherhood remains one of the indelible images of American popular culture. Yet most people do not realize that it was almost killed or left for dead at several steps along the way, and that it was repeatedly saved by the attentiveness and flexibility of the people charged with its care. Bill Backer is the man behind this commercial. In The Care and Feeding of Ideas he tells the behind-the-scenes story of this ad and those of his other award-winning campaigns, to demonstrate how businesses and individuals can recognize and develop good ideas. A longtime star of the advertising world, Backer has created some of the most memorable campaigns of all time, including "Millertime," "Soup Is Good Food," "Things Go Better with Coke," and "It's the Real Thing." He was also a co-creator of "Tastes Great, Less Filling" for Miller Lite, which featured the Lite Beer All-Stars. When it comes to ideas, writes Backer, we have the talent but lack the know-how to help them reach their full potential. His experiences have taught him that even good ideas tend to get derailed in large organizations, and in response he has formulated "Backer's Laws of Ideas"--Guideposts for all who would navigate the treacherous waters of corporate America. By turns folksy, opinionated, stern, and humorous, The Care and Feeding of Ideas provides the necessary tools to nurture creativity in any line of work.