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When Growth Stalls: How It Happens, Why You're Stuck, and What to Do About It by Steve McKee

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7.1. Consistency Requires Discipline

Maintaining marketing consistency is difficult, even in good times. FedEx's Pacheco details a host of enemies that threaten consistency, including fear of falling behind, competition, changes in marketing leadership, and even boredom. "It's always difficult to stay the course," he says.

Competitive challenges can make consistency particularly difficult to maintain. Imagine the irritated chatter heard throughout the corridors at Coca-Cola after PepsiCo's John Sculley launched the Pepsi Challenge in 1975. The frustration (not to mention lost market share) led Coke management some ten years later to change its formula and launch New Coke, the ultimate inconsistency.

That same frustration was no doubt felt in ...

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