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Thomson Corporation and a price of several million dollars


At the end of 2001, the consulting company, for which I worked, received a request from the largest at that time, the publisher of business information. Thomson Corporation, one of the largest Canadian companies, planned to enter the New York Stock Exchange and needed help in planning a brand strategy that would allow the mass audience to get to know Thomson **.
* An information company whose activities cover the areas of financial services, health, law, science and technology research and taxation and accounting sector.
** If you read the book "Visual Thinking", then for sure remember the story of this company - I gave it an example to show how to cope with business problems through visual tools.
In that book, only the beginning of the story was described, and now you will learn the ending.
Over the years, Thomson has grown significantly through the acquisition of dozens of publishers in finance, law and health, and the corporation management wanted to make sure that investors imagine the size and scale of the company. This question was twofold: first of all, it was necessary to understand what the businessmen of the world know about Thomson (more precisely, to understand if they know about the company in general). The second is to find a non-expensive way to show investors that Thomson, previously almost invisible in the market, has now become large and powerful (in other words, it is an excellent investment object).
At the time Thomson approached us, a six-month survey had just ended. In the course of it were collected data from hundreds of interviews with business leaders from around the world. Questions related to brand recognition (did you hear about Thomson?), Product quality perception (which company do you think offers the best product?) And financial information (do you know how big X is?).
At the end of the study, all data was merged and then "cut into pieces" in the form of hundreds of lists, tables and graphs, on the basis of which several large presentations were created.
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Thomson Corporation and a price of several million dollars

  1. Step 6: meeting at a cost of several million
    We were so heavily loaded with clarity and simplicity of the schedule that we could not wait for the moment when we return to Thomson and share our findings. Apparently, representatives of Thomson felt about the same thing - just before the beginning of our presentation, Dick Harrington suddenly asked if he could attend the meeting. We brought with us a huge printout of the schedule to
  2. Example "when": and again Thomson
    This morning, we left the head of Thomson Corporation in an excited state, connected with the capabilities of the brand, which he saw in our schedule. When he left the room, we realized that we already know in general outline what to do. So the next question was: "Well, when should we do this?" And then a project manager should appear on the stage. In our
  3. Charts
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  4. Save millions to get a penny
    Exposure of toxins to the body generates a whole complex of different reactions, rather than one reaction, the same for everyone. Chronic deficiency of nutrients ironically aggravates another global medical problem of our time - overeating and obesity. When the body lacks certain minerals that it needs, it stops sending saturation signals to the brain
  5. Loop graphs of ventilation
    The static loop P-V (the pressure-volume diagram, Fig. 4.15) is obtained with a large volume syringe and is used mainly for scientific research. Most of what is known about P-V loops is derived from this method. The most important advantage of such a P-V loop is that individual points of the graph are obtained by measuring the pressure and volume in the absence of a flow
  6. Interpretation of the graphs characterizing the ventilation of the lungs
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  7. Picture 2: "how much" - graph
    Problems like "how much" are directly related to numbers. How many items did we sell? Do we have enough money to hold out until the end of the quarter? What happens in the stock market? Such kinds of questions that load our way of seeing "how much" are compelled to constantly count (or at least try to calculate) the objects around us. Examples of problems like "how much": I'm a financial analyst,
  8. | SCHEDULE OF WORK OF THE OBJECTIVE-GYNEKOLOGIST OF WOMEN'S CONSULTATION
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  10. In conclusion, a few words about dietary supplements.
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  11. A few words in conclusion
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  12. SEVERAL UNUSUAL COUNCILS
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