In last month’s column Paul Stead introduced the concept of 'Design Thinking'. This month he explains how applying this approach resulted in the creation of an award-winning sales programme for Eastman Chemical.
Sales programmes abound in manufacturers to keep order books flowing – but how do you use Design Thinking to create a game-changing programme that attracts new customers and opens up new markets? One morning, a call arrived from an old client who had just been appointed VP marketing for Eastman Chemical, based in Tennessee. Eastman…
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