CHAPTER 3
Replicate
Mimicking and Reapplying Ideas
LONI HAD SPENT HER THIRTIES THEORIZING about soft drinks. The head of marketing at a top soda company, Loni was a master strategist who knew how to use data on changing consumer preferences to make big profits for her brand. The goals she set for her department were always modest, for she liked to remain conservative, never promising to exceed what the data suggested would be possible. In this way, she consistently surpassed her own ambitions. Her projects were spectacular outperformers, home-run successes. Yet she always started logical and small. Fiercely pragmatic and relentlessly rational, ...
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