OTAs - What's the Biggest Challenge?

The big thing was actually trying to understand the category and how everyone was thinking about it. And then also taking a look at the brand and having really interesting conversations with some of the people who have been working on the brand for a long time or new faces that had joined. There was nobody who was really digging into the emotion or any of the higher order benefits of this category. So I think there was, for us, the big aha, there was the opportunity for the shape of the response.