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Our Thinking

Follow the money

Jan 2018

Follow the money - finding growth in uncomfortable places

 

The key to growth is to recognise that there has been a pivotal shift in the way consumers behave and companies have to fundamentally change if they are to meet the demands of the new marketplace.

 

Growth is simple but it isn’t easy and has slowed for many companies. The big ideas that once drove strategy are now behind the curve and incumbents find themselves a step behind their new lightweight competitors. Today, the critical ideas in the marketplace are aggregations of smaller insights reflecting the shifts in demand that have taken place, integrated through the smart use of data. 

 

In short, companies have to be prepared to get uncomfortable. They have to follow the money. And this is where Kantar Consulting comes in.

 

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