The CEO
Johan Hautzig was the CEO of a company mainly engaged in buying and selling goods. He had founded the company fourteen years ago and had had great success. In the first decade after the company’s inception, named Hautzig Co., Johan managed to capture a large market share with his aggressive and innovative purchasing strategy.
In the last four years, things have not gone well. Hautzig stuck to the strategy that had brought him high profits for a decade, while competing companies’ approaches adapted to the changing market. The profit of Hautzig Co. dropped a bit every year, so much so that Johan was starting to get nervous.
The company was heading for its worst year to date. Johan finally saw that it was time for a breath of fresh air.