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The Challenger Brand Cleaning Up Home Care
On Brand with ALF & Rory Sutherland
The Importance of Self-Sacrifice in Disruption
I'm from the most lavatory paper. It's obviously more efficacious, but you know, compared to a nine-pack of dry rolls, it looks pretty small. E.K.O.V. are probably doing this deliberately because they just realize that you get dwarfed by your competition if you're not careful. Yeah. But as I say, I think that's what challenges they have to do. It's to sort of do the hard things in the category that actually move the needle.
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