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Must-Win Battles: How to Win Them, Again and Again by Tracey Keys, Thomas Malnight, Peter Killing

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Chapter 9. Lessons from MWB Journeys Won and Lost

As Kees van der Graaf stated in Chapter 8, “From Tent to Tent: The Unilever Ice Cream Journey,” 2004 was a record year for his business. Not every battle had been won since his kick-off event in 2001—some had needed re-energizing and re-focusing—but by 2004, three years of hard work centered on the must-win battles had clearly paid off. The MWB initiative was also a personal success for Kees, who was promoted to the Unilever board in 2004 and now heads Unilever Europe, a position from which he is using the MWB concept on an even larger scale.

In this final chapter, we share our insights on what success and failure in a must-win battle journey look like, and highlight some of the key factors underlying ...

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