Georgia-Pacific adopts a philosophy of “restless discontent”

Stephen Whiteside

Georgia-Pacific, the paper products company, is tapping a philosophy of “restless discontent” as it adapts in a changing business-to-business (B2B) environment.

Georgia-Pacific is transforming its brand strategy in the business-to-business (B2B) sector.

As a specialist in products like napkins, toilet paper, and plastic cutlery – plus their related dispensers – the company long depended on a classic business model. More specifically, its goods were usually sold via catalog-heavy, third-party distributors such as Grainger, Sysco, and Staples, with customers including restaurant chains, manufacturing sites, hospitals, and commercial office buildings.

Under these arrangements, it was enough for the Atlanta, Georgia-based enterprise to “have a couple of hundred sales folks who engaged those couple of hundred-thousand sellers in some shape or form,” John Strom,...

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