Some companies have a set of keywords they focus on when organizing activities. CLIENT, could be such a keyword, meaning to always focus on the client. RESULT and SOLUTION are two other examples. They seem clear, but carry a lot of difficulties with them.

Result is meant to be tangible and measurable. A project that is finished on time meets that criterion. A solution is like an answer to a question; It is an answer to a problem or set of problems. What problems are there? Lets have a look at a few:

• There is a (relative) decline in the demand for products
• Management information is not sufficient. It is not clear what the effect of a marketing campaign is
• Current systems can not handle cooperative actions with third parties
• Etc, etc...

Now, to solve this, you need a solution:

• Hire an extra sales force
• Build or maintain a system that solves the information leak and run more campaigns
• Invest in new infrastructure that makes cooperation with third parties possible
• Etc, etc