It is easy to forget that constrained shelf space and an aversion to risk force retailers to initially say NO to the vast majority of new items they see. Just 1 in 20 new items succeeds because retailers only have room to support 1 in every 20 new items.

We prepare clients to deliver compelling evidence-based answers to quickly address buyer objections better than competitors.

We play the antagonistic protagonist, or "12th man," assuming that not all decisions are correct and the risk of failure is real. This acknowledgement finds better solutions to overlooked problems. Our intimate and objective understanding of both retail buyers and high potential prospects makes it relatively easy for us to identify and propose ways to address the many reasons either of these may say NO to the client.