Sublime

We asked P&G’s businesses to focus on winning with those who matter most and against the very best.

me, right meant that P&G would focus on achievable ways to win with the consumers who mattered the most and against the very best competition.

taken the lead on innovation, developing new products and better products that, over time, trickle down to the mass market. Given P&G’s greater scale, lower distribution costs, and considerable in-house R&D capabilities, there was an opportunity to lead on innovation from the middle of the market.

Deep consumer understanding.

Clarity about the winning aspirations meant that actions at the brand, category, sector, and company level were directed at delivering against that ideal.

Consumer and Market Knowledge (CMK),

just a convenient choice for families on the go). Each company doesn’t just want to serve customers; it wants to win with them.

A better product fulfilled an unmet consumer need, delivered a better user experience, and created better total consumer value.

Aspirations are the guiding purpose of an enterprise.