When a Fortune 100 company wanted to align new products with consumer buying habits, senior executives called in Michael. They were delighted to discover that they could enter entirely new markets just by tweaking products they already had on the shelf.

A large manufacturer launched a cleaning product that did not live up to sales forecasts. The marketing team asked Michael to examine the problem from the customer’s perspective. The new version is one of the firm’s best-selling home appliances today.

A famous apparel manufacturer was hemorrhaging customers. Michael helped the company to appreciate the “deep meaning” consumers attached to its iconic brand. Today this brand is one of the dominant players in the multimillion dollar mass fashion industry.