In this article, we examine Phase II of managing through a recession, which uses Guerilla InnovationSM to persuade reluctant customers to spend. The goal here is to maximize sales and margins in the short-term by persuading reluctant customers to spend by quickly adjusting a limited set of levers (marketing, pricing, promotion). Doing this requires immediate understanding of your customers' needs and behaviors, rapid prototyping and quick optimization of winning commercial tactics.

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