A Unilever shopper marketing manager wanted a slogan to motivate his sales team. Their was a gap between their current sales numbers and their quarterly goals. He wanted a phrase to use on t-shirts, in emails and on printed collateral to inspire his sales team to reach their goals.
Playing with the letters G, A, and P, I put them in the reverse order and wrote: Prepare. Achieve. Grow. This inspired the line: Flip the Gap.
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