Knowing my background in resource-selection, our Account Team agreed to let me sift through stories for this March Acquisition. After a few hours of rummaging through options, I landed on Ulrich's before and after photos. So I stopped looking. His imagery was inconceivable. His journey was a tear-jerker. And his story had the potential to go viral.

Testing reported back to our team that this version is yielding 80% more revenue than its predecessor, and enjoying an overall 110% lift driven by rising response rates and average gifts. It is the client's new Control.