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Do you have a particular story or something that you'd like to share behind your why?

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Yes.

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I think there's a couple.

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I'm going to start with one that was a success.

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We can maybe talk about one that I learned from as a failure later, but one that was

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really a success is we had a, you know, in the early days, particularly of shopper market

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marketing and shopper and consumer psychology, we had to do a lot of teaching and a lot of

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explaining what we do and why it's so important.

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And I recall we had a large CPG company coming to visit our offices and they weren't really

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convinced that this was something they needed to focus on.

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And so they said, we're going to give you one day and in that one day we expect you

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to convince us and make a compelling case that we should invest in the services.

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And I'll never forget, I was in the room with my CEO at the time and he's like, yeah, absolutely.

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We can do that.

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Chris, it's on you.

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I was like, oh my gosh.

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All right.

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And so I was really tasked with coming up with something that would have a real impact

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to really help these high level, I mean, these were C level, VP level folks really understand

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what was going on with their consumers and their shoppers in a way that would be compelling

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and impactful for them.

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And we batted around some ideas, you know, maybe we could do some store walks with them

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and go check out the shelves or maybe we could bring in some shoppers that they could kind

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of shop along with.

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But I really thought that that wouldn't have the impact that we needed.

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You know, it's one thing to talk about issues and challenges.

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It's an entirely other thing to have to be in the shoes of that person and struggle with

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the same things they struggle with.

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And so I really racked my brain around like, how can we do that?

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And so I created something called Chopper Passport.

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And Chopper Passport essentially is a role playing game.

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We put together shopper profiles.

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So we had different profiles, some based on the company that we were working with and

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others were a little looser.

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And we broke them into teams of two.

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And we did that for a very specific reason, because when you're in a team like that, you

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have to communicate your choices.

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You have to argue, have conversations, make your case for why we want to choose one item

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over another.