Those Difficult-to-Market Products: Focus on Your Heroes First

“dog wearing Superman costume” by Elias Castillo on Unsplash

I recently spent some time with a client in the health and beauty sector who had an interesting problem. Their business had three main product lines — well-being, cosmetics and, well, I don’t really want to mention the third, as some people might find the subject rather awkward to talk about (nothing sordid or unpleasant). This was their problem — while the first two product lines…