Situation: What are employees doing now, and how productive are they? These are questions asked by every business manager. Replicon developed a dashboard to evaluate the performance of employees and made it easy for management to track.

Strategy: We approached the media by turning the concept on its head and demonstrating that the intent of the product was to highlight exceptional employees who often are not recognized, rather than punish the underperformers.

Results: This approach was received with overwhelming appreciation and support. We were extensively covered in BusinessWeek, Wall Street Journal, NY Times, Fortune and many others, helping the company take a leadership position in this market.