Who's That Behind You?

The reason why decision styles make sense where demographic distinctions do not is because these styles describe our conscious choices. Most people tend to be cautious and risk averse. But a solid minority of people is drawn more to potential opportunity than they are to possible risks. The differences between those two groups are magnified during times of proposed change when emotions run high and logic runs. In 2008, Fabrizio Freda became the first person to take the helm of Estee Lauder. His top priority was getting the company's brand managers to give up their obsession with growing sales, and instead to focus on increasing profits. He explained how his new focus on profit would increase their ability to grow sales and to stake their claim on even more rewards. In the first four years of the plan, sales grew by 40 percent, while costs increased by only 8 percent.