Specialty Commodity

Force of Nature

Marketing

Our job for 50 years:Change perceptions.

Our job now:Change reality.

Three key challenges:• Redefine the definition of a “Big Idea.”

• Reverse the process, from “Channel Up” to “Idea Down.”

• Master the art of collabortion.

Big Ideas

Big Ideas

Ask a different question.•What do customers hate about our category?

•What are the top three items on our c.e.o.’s agenda?

•What deeper need can we satisfy?

Vail Case goes here

Reverse the process.

Channels

Big Idea

2010 World Cup

Collaborative Innovation.

Thingsto remember

Product Development

Big Ideas, but different

Idea down planning

Collaboration

Reality

More fun

More recognition

More satisfaction

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