What Is FOFO and Do You Have It?

How P&G and L'Oréal managed the fear of finding out in times of uncertainty

Illustration of a black and white background with a head and two red eyes
Marketers suffer from FOFO because they do not have a clear and reasonable path forward. Getty Images

Marketers have been suffering from FOFO (Fear of Finding Out) for a long time.

Greg Paull is the principal and co-founder of R3.