Amati & Associates: Credentials presentation

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Amati & Associates is a growth advisory based in Warsaw, Barcelona and Eindhoven.
We are specialized in the revenue side of the business, and we assist our clients in their branding, internationalization and innovation challenges.

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Amati & Associates: Credentials presentation

  1. 1. AMATI & Associates 1 - Credentials - October 2016
  2. 2. AMATI & Associates 2 Context and Background About us About our work Whom we work with Detailed Service Offering - Credentials - October 2016
  3. 3. AMATI & Associates 3 Category Boundaries are blurring under the effect of ambient living, Internet of Things, sustainability and the emergence of collaborative economies Connectivity
  4. 4. AMATI & Associates 4 Hi tech enterprises are disrupting financial services and insurances by targeting Millennials and under-served consumers and their digital lifestyle Digital Natives
  5. 5. AMATI & Associates 5 Other forms of innovation are prevailing beyond product: business models, ecosystems, services Digitalization
  6. 6. AMATI & Associates 6 A digital strategy or a strategy which fully embraces a digital ecosystem? 6 Market Leadership
  7. 7. AMATI & Associates 7 Striving for real relevance or just screaming louder than competition? Relevance
  8. 8. AMATI & Associates 8 Too many sectors are disrupted when players’ are unable to deal with a long- term horizon Future Visioning
  9. 9. AMATI & Associates 9 Context and Background About us About our work Whom we work with Detailed Service Offering - Credentials - October 2016
  10. 10. AMATI & Associates 10 Our growth strategies are forged by the combination of our strategic experience from both the advisory and client side, with our focus on consumers and customers experiences In-company Experience •  Advisory: we have previous experience in Deloitte, EY, Andersen Consulting, BBDO, Auberon Growth Consultants •  In-company: we have been employed by Procter & Gamble, Philips Consumer Electronics, Gruppo Campari, Gallina Blanca, Philips Design •  Design Thinking: we have more than 10 years experience in participatory design, future studies and co-creation techniques with Philips Design, ItalDesign, Euro RSGC, Lighting Design Collective Design Thinking Management Consulting/ Advisory OUR BACKGROUND IN A NUTSHELL
  11. 11. AMATI & Associates •  Francisco Pestana: Spanish/Mexican, nearly 20 years of marketing and consulting experience around the world. Engineer from Tecnologico de Monterrey, MBA from IESE in Spain, PhD (Exp) from Cranfield (UK) 11 We recently started collaborating with Marco Bevolo, to complement and strengthen some of the work we do in the areas of foresight and design thinking •  Filiberto Amati: Italian nearly 20 years of marketing, commercial and innovation experience in 8 countries across 2 continents. Engineer from Federico II (Italy), MBA from IESE in Spain, PhD (Exp) from Polish Academy of Sciences OUR KEY PEOPLE •  Marco Bevolo: Italian. For 10 years a Director at Philips Design in Eindhoven in the Netherlands, where he played an instrumental role in creation of Culture Scan, the leading Philips Design foresight platform. Prior to joining Philips, Marco was a creative copywriter with EURO RSCG and Armando Testa, working for companies like P&G and Bolton. He has a PhD from the University of Tilburg in the Netherlands, and a degree in Humanistics from the University of Turin. As independent consultant, he operated as Research Principal for Philips Lighting, for Mondadori Educational, and various creative industry leading firms + KEY AREAS •  Foresight •  Urban Futures •  Strategic Design
  12. 12. AMATI & Associates 12 Although our main operations are in Warsaw, Barcelona and Eindhoven, we also leverage a network of independent advisors around the world OUR LOCATIONS Other Locations: Amsterdam (NL), Brussels (B), Buenos Aires (Ar) Dubai (UAE), Hong Kong (HK), London (UK), Miami (USA), Milan (I), Moscow (RU), New York (USA), Oslo (N), Paris (F), San Francisco (USA), San Paolo (BR), Taipei (TW), Zurich (CH)
  13. 13. AMATI & Associates 13 Context and Background About us About our work Whom we work with Detailed Service Offering - Credentials - October 2016
  14. 14. AMATI & Associates 14 We advise our clients on growth strategies, by focusing on fours disciplines: Foresight, Branding, Innovation and Route to Market CORE PRACTICES Foresight Innovation Route to market •  Brand Strategy •  Brand Architecture •  Positioning •  Purpose Branding •  Brand Audit •  Marketing Effectiveness •  Product Portfolio Optimization •  Segmentation and Portfolio Planning •  Co-creation Labs •  Consumer Insights •  Business Model Innovation •  Digital Transformation •  Making Innovation Happen •  Brand Driven Innovation •  Product Innovation •  Lead users co-design •  Consumer Insights •  Revenue Management and Promotional optimization •  Marketing Planning •  New market entry strategy •  Customer Insights •  Internationalization Strategy •  Market Prioritization •  Distributors'’ Analysis ADVISORY AREAS GROWTH STRATEGY •  Urban Futures •  Smart City Strategy •  New Markets •  New Products •  More Relevant Positioning in current markets •  New Customers •  New Geographies •  New Ecosystems •  New Business Models •  Optimized launch and marketing plans ILLUSTRATIVE Branding •  Delphi Method •  Grounded Theory •  Cultural Trend Analysis •  Future Matrix development •  Future Concepting •  Design Directions •  Implementation Roadmapping •  Organizational Design
  15. 15. AMATI & Associates 15 Besides our traditional management consulting competences, we leverage a set of powerful “tools of the trade” Examples Objective Co-creation Labs Rituals Workshops •  Wokring with lead users and experts to validate and co-design concepts •  It is useful in innovation process and in the development of marketing ideas •  It delivers relevant consumer solutions •  Rituals are fertile ground for brand building and repetitive behaviour driving consumption •  It is useful in innovation process and in the development of marketing ideas •  It delivers relevant consumer solutions •  We use workshop to motivate, involve and build consensus in the project team •  Workshops are useful when team are greographically sispersed and/or projects are multidi Discpline Branding Innovation Route to market Innovation Route to market Innovation Route to market Branding •  Validation and co- design of prototype/ conceptss in the pain management segment •  Co-development of a digital dimension for a leading food brand •  Development of a consumption driven ritual strategy for a beer brand •  Identification of ritual reach opportunities for a soft drink producer •  Positioning of a B2B player •  Internationalization strategy for a chain of restaurants •  Brand strategy in OTC •  Repositioning in hair care EXAMPLE
  16. 16. AMATI & Associates 16 We have done work for our clients in a wide range of geographies ILLUSTRATIVE
  17. 17. AMATI & Associates 17 Context and Background About us About our work Whom we work with Detailed Service Offering - Credentials - October 2016
  18. 18. AMATI & AssociatesSome of our clients (non-exhaustive list) CLIENT JOB 01/07/10 VERSION DATE 05 LUNCH GARDEN LOGO UPDATE ILLUSTRATIVE
  19. 19. AMATI & AssociatesCase Study 1: foresight at the center of smart design Area Sector B2B/ Urban Design Background Examples •  Directing a half decade, multistakeholder program on urban futures, for the key benefit of the largest outdoor lighting manufacturer worldwide, with stakeholder management, foresight analysis and profiling at academic level. •  Top corporate NPS •  Multipurpose benefits in strategic marketing, product innovation •  Strategic PR return Results EXAMPLE Foresight
  20. 20. AMATI & Associates AMATI & Associates Consumer Banking in Belgium 7 Consumer Banking Sector Sector under pressure, with consumers keener and keener on multi-banking •  Population of 11 Million, 10% foreigners •  Highest number of branches per head in the world •  Multi-banking is on the rise globally 60% of customers have at least 2 bank providers •  High sensitivity to fees and charges •  Recruiting is more and more aggressive •  Increasing cost of credit while low deposit interest rates •  Banks under scrutiny by rating agencies •  E- banking is widespread, large use of payment cards with low transaction fees •  Government bailed out Dexia twice in the past 5 years •  Not many pure online players •  Big banks, most of which were bailed out in recent periods •  Major competitors include: BNP Paribas Fortis, KBC Group, Belfius, INGs, La Poste Consumers Trends Government Influence Competitors SANITIZEDEXAMPLE AMATI & Associates 25 Role of Media Determine which role social and traditional media play in the purchase wheel and in the awareness/ consideration/ preference cycle Roles of Media in the Purchase Funnel Pre-Purchase purchase post-purchase awareness Consideration Preference/ Recommendation EXAMPLE Case Study 2: Assisting a B2B market leader in developing a global marketing strategy BrandingArea Sector B2B/ Services Background Examples •  Leading client in its sector requested support in the development of a first truly global marketing plan, particularly through integrating a digital dimension, which was missing at strategic level •  Incresead penetration with global accounts •  Synergies in content development and asset design •  Improved PR return Results EXAMPLE SANITIZED
  21. 21. AMATI & Associates BrandingDiscipline Sector B2B/ Services Background Examples •  Getting ready for the next phase of growth, Top Employeers souught our support in defining a new global positioning for their brand, as well as a new brand architecture •  Exponential growth both an client and user level Results Case Study 3: Developing a new brand positioning and architecture for Top Employers EXAMPLE SANITIZED
  22. 22. AMATI & Associates On shelf visibility 1) What does work better in your markets to gain visibility on shelf? (e.g. Neck hangers promoting mixability, Gift on pack, Value Added pack with Gift, Paper Box, etc.….) 2) Are there any specific restriction In terms of gadget proposed and VAP size? (e.g.: only gift related to product consumption) 3) Where VAPs are usually placed in the store during a specific promotional period? (e.g. dedicated gift area, normal liquor shelf, etc.…) Neckhangers Giftboxes Rest is banned Special editions are accepted from Jan 2012 Min. Sales requ. Replace product No samples No Gifts No rewards. Neckhangers Other items Might be displaced In sec shelves All banned Only seasonal VAP Rest is banned VAP importing Is difficult And costly Not welcome by chains Related to Product (e.g. no lip gloss) All banned All banned On shelf if they Fit, otherwise Dedicated area Only on shelf On-trade Which is the level of mixology in your country? Which are the most appreciated visibility tools offered to bartenders? Do you consider Menu listing an efficient tool in order to push a drink consumption? How is it usually achieved? Are there any specific drinking rituals promoted by a Brand? Can you provide example of brand lighthouses done by our competitor, if any? Low Low Low Low Bar towels, shakers, lemon squeezers. Stirring sticks, pens, towels, free bottles Blades, runners, bar mats, cutting boards, muddlers, shakers Blades, runners, bar mats, cutting boards, muddlers, shakers Yes Very common Yes Important, but takes time Yes, Mostly common for vodkas Jägermeister/ shots in a tupe Not commonFireball and Fisherman shots AbsolutFinlandia Yes No Imperia On shelf visibility 1) What does work better in your markets to gain visibility on shelf? (e.g. Neck hangers promoting mixability, Gift on pack, Value Added pack with Gift, Paper Box, etc.….) 2) Are there any specific restriction In terms of gadget proposed and VAP size? (e.g.: only gift related to product consumption) 3) Where VAPs are usually placed in the store during a specific promotional period? (e.g. dedicated gift area, normal liquor shelf, etc.…) Neckhangers Giftboxes Rest is banned Special editions are accepted from Jan 2012 Min. Sales requ. Replace product No samples No Gifts No rewards. Neckhangers Other items Might be displaced In sec shelves All banned Only seasonal VAP Rest is banned VAP importing Is difficult And costly Not welcome by chains Related to Product (e.g. no lip gloss) All banned All banned On shelf if they Fit, otherwise Dedicated area Only on shelf Discipline Sector Spirits Background Examples •  ILLVA Saronno wanted to drive growth of consumption both in the on- and off-premise channel, in countries where their traditional ATL intensive communication approach is forbidden •  Y-o-Y depletion growth up to 20% Results Case Study 4: Developing a new route to market in Scandinavian and Eastern European countries Route to market EXAMPLE SANITIZED
  23. 23. AMATI & Associates Branding Discipline Sector Food Background Examples •  Iglo wanted to uplift a traditionally convenient brand, in a territory more fertile for purpose branding, while identifying a digitally enhanced dimension for the brand •  We identified and developed 3 insight platforms, during a series of co-creation labs with lead users in UK. •  We also developed 2 strong app concepts, nurturing local neighbours interactions Results Case Study 5: Developing a purposeful – and digitally enabled – for Iglo in Europe Innovation EXAMPLE SANITIZED
  24. 24. AMATI & Associates Discipline Sector Consumer Electronics Background Examples •  Philips retained us to validate and prepare a restage through product innovations of their Streamium franchise •  Sales increase 3x in 18 months(*) Results Case Study 6: Validation and enrichment of a multi-room entertainment system Innovation (*) Business divested 36 months later EXAMPLE SANITIZED
  25. 25. AMATI & Associates Beer Wines and Spirits •  Rituals consumption strategy in Eastern Europe •  Acquisition screening of global craft beer market •  Training of marketing executives on Co-creation •  Advertising trend spotting in Europe/US/Asia •  Analyzed 20+ occasions, developed 3new rituals •  Identified and contacted up to 20 global craft producers •  More than 20 executives trained in Latam •  Identified and clustered 10+ relevant trends for beers Other Examples Food & Drinks Electronics and Appliances OTC PROJECT DESCRIPTION RESULTS •  Development of a wine/brandy innovation strategy •  Route to market optimization in Poland •  Initial Launch plan for a new wine in Poland •  Internationalization strategy for an Italian wine •  Developed a growth strategy for a leading tequila •  Set-up 3 innovation pillars and identified 20+ initiatives •  Turnover increased by 20% in 12 months •  Secured top accounts both on- and off-premise •  Secured USA, Canada and UK distribution •  New positioning resulting in distribution in DE, RU, UK •  Portfolio strategy for a leading soft-drink producer •  Rituals consumption strategy for 0% beer in Arabia •  Route to market / portfolio optimization in Spain •  Reduced SKUs by 20% to focus investment plan •  Identified 5 new activation plans •  Set-up 10+ areas to deliver improved revenue and profit •  Co-created activation plan for LED re-launch in Spain •  LCD TV Global Marketing Plan •  Co-creation of a new Skype phone •  Digital photoframe category and innovation plan •  Secured previously unavailable listings in new accounts •  Improved turnover by 3% and margin by 5% •  Developed 20 ideas, resulting in 3 market products •  Co-partnership with top search engine and their pics site •  Development of a new brand from insight platforms •  Co-creation of new forms in the medical devices arena •  Development of an emerging market strategy in OTC •  Design of a endorsement eco-system for a pain brand •  Brand will hit market in late 2016 •  Validated 10 concepts and developed 1 for market launch •  Complete overhaul of the market entry strategy •  Identified and negotiated several endorsements EXAMPLE SANITIZED
  26. 26. AMATI & Associates Creative Industry Services Smart City Consortium •  Organizational design consulting •  Analysis of position, proposition and staffing •  Definition of professional competences, values •  Validation by means of industry trend analysis •  Interviewed and partnered up with 5 partners •  Defined R&D organizational blueprint •  Converted consulting input into brand marketing •  Provided consulting on company spin off Other Examples Cross- Functional Team Training Futures Research Event Design Start up Acceleration PROJECT DESCRIPTION RESULTS •  First Review within EU Tender regulations •  Organizational Consulting (Internal audience) •  Profiling and Promotion of new proposition •  Consortium applicant rating and deliberation •  Public administration decision-making •  Internal audience acceptance and alignment •  Knowledge transfer (futures research) •  Cross-sector fertilization •  Methodological training •  Fulfillment of training obligations according to national employment labor agreements (according to specifications) •  Positive employee feedback •  Positive customer feedback •  Design of original event format •  Selection participants •  Contextualization in theoretical format •  Event Moderation •  Reporting •  Established format as international reference within leading design week program •  Enabled conversion to delivery projects in sufficient volume and profit profile to cover event costs •  PR and reputation building •  International Mentoring Digital Start up •  Program by Chamber of Commerce •  One year mentoring with mission-critical support on managerial leadership •  Product Design Review (hardware) •  Decision making with investors •  Extension of relationship beyond program EXAMPLE
  27. 27. AMATI & Associates 27 Context and Background About us About our work Whom we work with Detailed Service Offering - Credentials - October 2016
  28. 28. AMATI & Associates 28 Service offering (1/8) Industry Experience Qualitative Research Future Matrix Design Organizational Design Future Visioning •  Lighting •  Medical Systems •  Consumer Electronics •  Premium Categories •  Editorial •  Creative Industry Key Benefits Problems Solved •  Insight Generation •  Scientific methodological validation •  Context understanding •  Outdated paradigm redefined •  Context exploration and redefinition •  Grounded findings for further processing •  Lighting •  Creative Industry •  Corporate •  Longer-term management system design e.g.,5-10 years •  Building corporate strategy tools •  Versatile / flexible •  Research findings translated into one frame •  Seamless development from future scenarios to strategic concepts •  Lighting •  Medical Systems •  Semiconductors •  Creative Industry •  B2B •  Direction for strategy •  Foundation for branding and innovation •  Leverage point where futures research is translated into asset •  Design of vision, mission, strategic intent or other platforms •  Design of brand passports and aesthetic roadmaps •  Lighting •  Medical Systems •  Corporate •  Creative Industry •  B2B •  Implementation of future vision into the organization •  KPI’s re-design •  Custom made unique process design •  Activation of futures research / visioning in the organization •  Future-proof enterprise process •  Motivational dynamics Discipline Foresight
  29. 29. AMATI & Associates 29 Service offering (2/8) Industry Experience Brand Strategy Brand Management Purpose Branding Brand Positioning •  FMCG •  Wines and Spirits •  Appliances/ electronics •  Banking •  Telecom Key Benefits Problems Solved •  More relevant brands •  Unique and proprietary consumer and customer insights •  Revitalize growth •  Ageing consumer •  High barriers to trial and low conversion rates •  Difficulty on getting on the radar screen of EA •  FMCG •  Wines and Spirits •  Appliances/ electronics •  Banking •  Telecom •  Longer-term thinking e.g.,3-5 years •  Building consumer insight platforms •  Thinking on the journey •  Operational/ day-to-day focus •  Ability to grab low hanging-fruits, but not long term goals •  FMCG •  Wines and Spirits •  Appliances/ electronics •  Banking •  Telecom •  B2B •  Readiness for future growth •  More synergies and better consistency •  Not ready for high pace changes in marketplace •  Loosing ground to competition •  FMCG •  Wines and Spirits •  Appliances/ electronics •  B2B •  More sustainable and purposeful brand •  Improved ability to recruit Millennials •  Brand as a cult •  Brand disconnected from consumers •  Currently in the “side- by-side” brand competition •  Margin erosion Discipline Branding
  30. 30. AMATI & Associates 30 Service offering (3/8) Industry Experience Brand Architecture Brand Audit Product portfolio optimization Marketing effectiveness •  FMCG •  Wines and Spirits •  Appliances/ electronics •  Banking •  Telecom Key Benefits Problems Solved •  Protects brands from “internal” dilution •  Creates synergies and resource allocation paradigm •  Confused consumers •  Lack of synergies •  Incompatible product/ service offering •  Channel conflicts •  FMCG •  Wines and Spirits •  Appliances/ electronics •  Banking •  Telecom •  Real status-quo vs. perceived one •  Enables further brand evolution •  Identifies critical areas of intervention •  Campaign/ Communication focus and effectiveness •  Lack of clarity of battleground and playground •  FMCG •  Wines and Spirits •  Appliances/ electronics •  Banking •  Telecom •  B2B •  Improve return on current marketing investment •  Set pillars for improved future planning •  Media mix •  Communication efficiency •  Weak link between marketing push and sales •  FMCG •  Wines and Spirits •  Appliances/ electronics •  B2B •  Reduce undesired SKUs •  Segment SKUs by role in the portfolio •  Investment toolbox •  Reduce “New and Improved” oversizing effects •  Unclear products payoffs Discipline Branding
  31. 31. AMATI & Associates 31 Service offering (4/8) Industry Experience Segmentation and Portfolio Planning Co-creation Lab Business model innovation Consumer insights •  FMCG •  Wines and Spirits •  Appliances/ electronics •  Banking •  Telecom Key Benefits Problems Solved •  Build consumer segmentation and insights platforms •  Tailor-fit portfolio to priority segments •  Disconnect between consumer demand and portfolio offering •  Lack of clear growth areas •  FMCG •  Wines and Spirits •  Appliances/ electronics •  Banking •  Telecom •  Relevant and creative solutions •  Unique and proprietary consumer insights •  Brand Disconnect from lead users •  Brand not on the radar screen of target group •  FMCG •  Wines and Spirits •  Appliances/ electronics •  Banking •  Telecom •  Identify unique and proprietary insights, which are relevant and fertile •  Getting out of the “they know what we know” trap •  FMCG •  Wines and Spirits •  Appliances/ electronics •  B2B •  Identify new and more profitable business models •  “Kill your business model before it kills you: •  Disruption threatening the industry •  Lackluster growth Discipline Branding Innovation
  32. 32. AMATI & Associates 32 Service offering (5/8) Industry Experience Digital Transformation Making Innovation Happen Product innovation Brand Driven innovation •  FMCG •  Wines and Spirits •  Appliances/ electronics •  Banking •  Telecom Key Benefits Problems Solved •  Identify opportunities to promote innovation through rewards, collaboration, cultural changes,… •  Adopt best practices •  Unconvincing track record in innovating •  System killing innovation rather than promoting it •  Fear of innovating •  FMCG •  Wines and Spirits •  Appliances/ electronics •  Banking •  Telecom •  FMCG •  Wines and Spirits •  Appliances/ electronics •  Banking •  Telecom •  FMCG •  Wines and Spirits •  Appliances/ electronics •  B2B Discipline Innovation •  Identify opportunities to promote innovation through rewards, collaboration, cultural changes,… •  Adopt best practices •  Unconvincing track record in innovating •  System killing innovation rather than promoting it •  Fear of innovating •  Identify growth opportunities based on insight platforms and brand strengths •  Brand as a filter and as a platform •  Brand stretched by irrelevant product innovations •  Innovation failing due to lack of brand fit •  Design thinking meets strategy consulting modeling •  Growth Catalyst •  New product launches failing to stand out and to deliver on expectation •  Fear of innovating •  Lack of internal buy-in
  33. 33. AMATI & Associates 33 Service offering (6/8) Industry Experience Lead Users Co-Design Consumer Insights •  FMCG •  Wines and Spirits •  Appliances/ electronics •  Banking •  Telecom Key Benefits Problems Solved •  Identify opportunities to promote innovation through rewards, collaboration, cultural changes,… •  Adopt best practices •  Unconvincing track record in innovating •  System killing innovation rather than promoting it •  Fear of innovating •  FMCG •  Wines and Spirits •  Appliances/ electronics •  Banking •  Telecom Discipline Innovation •  Identify unique and proprietary insights, which are relevant and fertile •  Getting out of the “they know what we know” trap •  Too much “me-tooing”
  34. 34. AMATI & Associates 34 Service offering (7/8) Industry Experience New market entry strategy Customer Insights Market Prioritization Internationalization Strategy •  FMCG •  Wines and Spirits •  Appliances/ electronics •  Banking •  Telecom Key Benefits Problems Solved •  FMCG •  Wines and Spirits •  Appliances/ electronics •  Banking •  Telecom •  FMCG •  Wines and Spirits •  Appliances/ electronics •  FMCG •  Wines and Spirits •  Appliances/ electronics Discipline Route to market Distribution Strategy •  FMCG •  Wines and Spirits •  Appliances/ electronics •  Identify required investment and activations •  Strike a balance between promotional vs. brand building •  Too much of a “Trial and Error” approach •  Increasing repetitions of re-introductions •  Identify right partners to develop brands in a specific country •  Fail to execute proper growth plans •  Unclear value equation •  Identify and invest in the right growth opportunities •  Cluster markets in investment tier •  Tier-planning •  Dull international growth •  Export managed as an extra, not strategically •  Balance investment and growth opportunities •  Identify right places and partners •  Trial and Error international commercial effort •  Stuck in a “tactical” corner •  Identify unique and proprietary insights, which are relevant and fertile •  Getting out of the “they know what we know” trap •  Too much “me-tooing”
  35. 35. AMATI & Associates 35 Service offering (8/8) Industry Experience Marketing Planning Revenue Management and Promotional optimization Key Benefits Problems Solved •  FMCG •  Wines and Spirits •  Appliances/ electronics •  Banking •  Telecom •  FMCG •  Wines and Spirits •  Appliances/ electronics •  B2B Discipline Route to market •  Identify right commercial investments to drive top- and bottom-line growth •  Get an helicopter view •  Lack of strategic approach to key account management •  “Walk the Talk” •  Balance short- and long-term objectives •  Lack of relevant, long- term thinking
  36. 36. AMATI & Associates AMATI & Associates www.amati-associates.com

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