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Ralcona

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And this taught Ralcona some valuable lessons that have now put them at the forefront of the industry. Yes, it seems they have now established a good creative team who constantly come up with new ideas, and the marketing division has rethought its mission and now focuses on getting copious feedback from supermarkets, clubs and cafes to find out what consumers are looking for. So other businesses, not just the drinks industry, have looked to Ralcona as a model and as a warning. What were your conclusions? Their experiences prove what we already know -- that successful companies must be prepared to go out on a limb, and finely targeted markets can be more profitable than making products with more general appeal. But what it uniquely demonstrates is that, in any business, you should never assume that you know what's going on -- the consumers have a lot to tell us, but they won't if they're not asked, and your products can live or die by getting the right information.