In short, we used the full range of market intelligence available to us as a mirror in which to take a long hard look at what we were doing and why. Convinced by the truth of this warts-and-all view, we gained the confidence to rethink each area of the organisation. By working closely as a team, we fashioned our plan as a set of interdependent processes and, as a consequence, everyone appreciates intimately how their area of activity supports another’s. An inventive new product proposition, clearer and tighter than before, was one result, as was the emergence of a strategic picture of LIFT’s audience and its needs; they combine to provide the foundations of a new marketing strategy.