Oil of Olay was a tired lotion brand of no edge, no sizzle. Just memories. Yet Lafley didn’t see a product. He saw a strategic choice. Martin helped him frame it using five killer questions:
What is our winning aspiration?
Not survival. Domination. They aimed for $1 billion in sales and leadership in the North American skincare market.
Where will we play?
They drew a new battlefield between luxury creams (like Estée Lauder) and basic drugstore brands (like Nivea). The space between prestige and price. A new masstige category.
How will we win?
By being better, not cheaper. Formulate actual anti-aging breakthroughs, use science, not fluff. Give women a reason to believe and a product that delivers.
What capabilities must be in place?
Innovation labs. World-class packaging. Celebrity endorsements. Global distribution. Business model flexibility. Not just marketing. Muscle.
What management systems are needed?
Tight performance tracking. Talent is obsessed with beauty science. Real-time customer feedback loops.
To succeed in your assurance or governance career, you need to master strategic thinking. You can transform your audit department or firm to win. Take time and read this strategic model.
