Abstract:

What happens when a business hasn't shown either growth, or profit, for 10 years? This is the story of a business that was totally given up on. Teams working on it were busy trying to move to other businesses. Morale was non existent. One single piece of research is all that the category could afford. And this was all we did. This one piece of research guided everything from strategy to communication to development to channel strategy. When the findings came out it went against the face of all that we knew thus far, and following through could be suicidal. It was in this context, that research was asked to put their careers on the line, step forward and lead the business- with profit and sales responsibility. This presentation talks about what happened next.