Introduction

I was Mr Zest and in the next cubicle sat Mr Fairy. I was responsible for Zest (a toilet soap). He was responsible for a competitor: Fairy Toilet Soap. On balance, I preferred to be Mr Zest than Mr Fairy. Suddenly, the CEO appeared by our cubicles: he was on walkabout. He asked me how things were going. I muttered something about the weather. He moved on to Mr Fairy and asked the same question.

‘Jurgen,’ said Mr Fairy, ‘I would really like your advice on this new promotion we are developing...’ The CEO was delighted. He had started his career in marketing. This was his chance to show that he had lost none of his marketing skills. Fifteen minutes later Jurgen left with a big smile on his face: he had just proven he still had the right ...

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