Breakthrough solutions can be reached although the client organisation is entrenched in theirway of looking at their brand. This paper describes how model conceptualisation, resourcestructure mapping and model parameter quantification have enabled a project team tochallenge the client’s ‘view of the world’ and create consensus and excitement around thenew recommended strategy. In particular, it has shown how stock and flow diagramsprovided new ways to visualise critical challenges posed by the industry, segment themarket, and support research designed to quantify value creation from the identified strategicinitiatives. Based on a real case, this paper summarises lessons learned and provides anactionable framework to guide consultants and practitioners achieving breakthroughthinking in entrenched marketing teams. Additionally, it represents evidence that the valuecreated through System Dynamics engagements goes beyond the insights that can beachieved through model simulation.
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