Bill Backer had his back to the wall.

Bill, a highly successful creative director in advertising, was facing the challenge every CMO faces – moving the right decision past the HiPPO (Highest Paid Person’s Opinion).

Bill was conflicted in strategy by a superior even though his idea was far superior.

To win over the difficult HiPPO, he made one move that changed the entire course for their client.

He suggested doing a test screening and letting public opinion choose the winner.

Leveraging customers is the essence of marketing. Allow your customers to compliment your existing intelligence and you will make the right marketing call.

Bill’s ad campaign became the most popular Coca-Cola campaign ever run in history.

If you have your back to the wall, don’t stay there. Be like Bill Backer and back yourself, your customers, and marketing, too!