He couldn’t compete with them head-to-head from a product standpoint, and couldn’t possibly outspend them in marketing. The solution was for Fraser and his team to question every facet of their business, including product packaging, pricing and advertising. The result was the world’s first baking soda and peroxide toothpaste, Mentadent, which was very successful.
This story is a perfect example. When you can't fight the same way, you must change the game. By questioning everything, they found a new way to win.