A Brave Lesson for MarketersWe needed to completely rethink our approach. Instead of just thinking about products, we needed to thinkrelationships first.Counterintuitively, we would stop selling and start connecting.Instead of NPD product launches and constant content creation, we would put all our eggs into a 'service'basket, to help parents through their weaning journey.To make this new approach work, we would need to achieve at least 5 things, all at once: (Fig 3) And we'd needto do it all with just 10% of the budgets available to our rivals.But would parents accept this level of service from a brand when it came to the health and wellbeing of theirchild?