Struggling Companies: Forgotten Big Idea Their Downfall

Losing The Plot: Companies Struggle When They Forget Their Big Idea

Many companies are finding it increasingly challenging to connect with their customers in a meaningful way. The problem is that either these companies never had a strong narrative to begin with or have lost it along the way. Take, for example, Levi’s—a company that revolutionized the garment industry by making jeans a global phenomenon. But Levi’s represents more than just denim. When someone buys a pair of Levi’s, especially a teenager in Berlin or Bangalore, they are buying into the idea of America. However, this concept no longer resonates in Levi’s domestic market. And it’s not just B2C companies facing this challenge; B2B companies are also affected by the shift in customer behavior.