Grand Marketer of the Year '05: Jim Stengel, Procter & Gamble

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The annals of business are stocked with stories of mighty blue chip firms that somehow lost their way. Think Coca-Cola before Roberto Goizueta or IBM before Lou Gerstner, or Apple before the second coming of Steve Jobs.

The story’s always the same. Once-respected company loses focus and gets lost in a sea of sameness or cultural miasma. Be it an endless cola war over minor share fluctuations, letting niches erode to nimble upstarts like Dell and Compaq, or shunning the basic consumer-friendly hook that got you there.

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