I finally finished reading the popular book on creativity, Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage. I reviewed the piece and highlighted some interesting points about creativity on Designing Better Libraries. I mention it here because creativity is directly related to marketing. In fact, the authors of the book contend that creativity is one of the few remaining ways to achieve a sustainable competitive advantage. In my opinion, this is especially true of services like ours which compete with a number of alternatives and lack large marketing budgets. Necessity is the mother of creativity after all, right? ;-) I do recommend reading it (it doesn't take very long), with special attention to the Lessons Learned section at the end. If you've already read it, please share your opinions!