This is a paper about something so small, it's seldom thought about, at best an irrelevance.
A product sold to the most feared homo economicus of B2B audiences: procurement.
In a commoditised category: industrial levels of office supplies.
But, because of that irrelevance, hyper rational audience and uninteresting category, we needed something big.
So, we created a strategy that changed how procurement made decisions.
By reversing their focus from the cost of buying the product, to the hidden costs of replacing the product.
Our strategy was brought to life by 2 hapless battery changers- the employees most procurement never...