In 2009, the American fragrance brand was in strong decline (-25% growth). The temptation was great to forcefully recover sales by focusing everything on commercial and promotional techniques at the risk of reducing margins and investments in product development. But the global president of the brand was able to unite his teams and consulting agencies around a radically innovative branding and marketing approach, evidenced by the Intuitive Compass®model. Our collaboration and the transformation of his mindset integrating intuitive intelligence allowed him, at a critical time, to reverse his perspective on the development of a collection of fragrances for men, called Big Pony. From a purely transactional approach, he moved to an empathic and archetypal understanding of his customers, and generated a product that met as much the needs of the time as those of the brand. He orchestrated, before the concept was even in the vernacular, the shaping of the brand’s raison d’être. Exceptional business results followed.