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multiple private equity owners over several years and gone
through its share of cost cutting, the organization had become
less focused on growth and innovation. Haines explains:
I wanted to refocus the organization on growth, which
started with great innovation. I wanted our people to
believe in our products, in their superiority and in our
leadership of the premium segment. I wanted them to
explain with pride why the trade and consumer should
pay more for our products versus cheaper Chinese
imports. I recognized that our strategy was not simply
to be differentiated, but also to be able to empower our
front line to explain our differentiation and have pride
in it. But I also knew we were a typical German midsized