THE WORK
Toyota: The Data Was the Story
Toyota’s marketing teams were spending enormous energy each year collecting and distributing operational data across multiple channels. The process was exhausting and accepted as unavoidable. Nobody had stopped to ask whether the process itself was the problem.
Heineken: The Wall That Wasn’t
Heineken accepted that regulation made direct consumer relationships impossible. That assumption had hardened into organizational behavior. The question nobody had asked was what becomes possible when you treat a constraint as a brief instead of a barrier.
Comenity: 50 Brands For 1 Product
Comenity was serving more than 50 retail brand clients with what looked like a customization problem. Four teams inside the same organization had built four different definitions of the same product. Nobody had been asked to reconcile them.