Everybody knows this famous quote: “I know that I lose 50% of my advertising money, but the trouble is I don’t know which part”. So if you lose half your money on advertising, you have to understand which half you lose.
So he asked us, “please guys, let’s not make this case study” and even internally he had to make some modifications in his report so that his top management wouldn’t see that he was losing €1 million per year.