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let me show you how to write a strategy with an example from Lysol my name is Julian Cole a strategy trainer at the planning dirty Academy and a consultant to Leading Brands like Facebook Uber apple and Disney on this channel I want to help you master the fundamentals of strategy Im going to show you how to use this strategy on a page model in this example it shows how a strategy on a page can help change the perception and associations of a brand to set the context the business problem for Lysol in 2018 was that it was the category leader in a dying category of germ killing disinfectants the business goal was to increase usage of Lysol products by five percent now lets look at the spot they created thank you [Music] looking at the news we can see that the consumer problem was that mothers were seeing lysols germ killing claims as Overkill the Insight being that for mums protection is an instinctive Act of love that left Lysol with a simple message make the strength of lysols prot