If your benefits don’t align with your target, re-aim.

When we first met with Leapfrog Educational Toys, the only thing we weren’t excited about was its toys. This feisty upstart wanted to go head-to-head with Hasbro, Fisher-Price and Mattel, with little to no money and a product that kids didn’t ask for.

OCCAM suggested that Leapfrog reposition away from “toys” targeted to kids and to “edutainment” aimed at parents (the ones with the money and an insatiable desire for their kids to succeed). After just seven years, LeapFrog grew to the third-largest largest toy manufacturer in America. Ironic, eh?